White Castle Hosted A Facebook Live Stream To Promote Its Chicken Rings
The prominent fast-food chain created a humorous home-themed show to connect with its customers in real time for 42 minutes, making use of social media in an engaging brand activation and promotion
On June 27, White Castle ran a 42-minute Facebook Live stream to promote its Chicken Rings. The real-time videocast was set up to resemble a home shopping show, reminiscent of those frequently streamed on networks such as QVC.
The live stream featured several parodies, including a fashion show segment with models showing off different ways to style the Chicken Rings, live callers, product-praising testimonies and a live marriage proposal. Additionally, the hosts engaged with their viewers in real-time through answering questions in the comments section and asking for feedback on the show’s content.
White Castle’s marketing team is not the only fast-food company that is a fan of Facebook marketing. In June 2017, Sonic also hosted a Facebook Live stream, featuring a life-size sculpture of rapper and actor Ice-T as a promotional campaign for its newly-added frozen tea offerings to its menu.
Fast-food chains are finding new and intriguing ways to interact with their consumers. Due to brands’ social media efforts, the systematic sector of the food industry is not going stale anytime soon. Unlike their more upscale counterparts, fast-food consumers are not lured into these types of restaurants due to their intriguing aesthetics. In a hurry, fast-food serves as a satisfier for consumers’ desire for instant gratification. Accordingly, with Facebook Live, brands can connect with consumers hungry for creative and humorous content. This sect of chain restaurant clientele seems to prefer its content like its hamburger patties—simple, satisfying and available on demand.