During Covid in 2021, people were unable to visit the inside of a White Castle. This required using new and innovative techniques to continue engagement and brand loyalty during the pandemic.

Since Halloween is typically a popular time for White Castle, it was important to continue fan’s affinity for the brand.

The total budget was $5k.

By uploading our own 360-degree imagery (“hacking”) onto Google Street View, we were able to give fans an interactive experience by posting the link on all our social media channels.

By uploading our own 360-degree imagery (“hacking”) onto Google Street View, we were able to give White Castle fans an interactive experience by posting the link on all our social media channels.

During Covid in 2021, people were unable to visit the inside of a White Castle. This required using new and innovative techniques to continue engagement and brand loyalty.

Since Halloween is typically a popular time for White Castle, it was important to continue fan’s affinity for the brand.

We shot six, 360-degree photos of our Scottsdale, Arizona White Castle inside and out. Then we (extensively) retouched in 3D ghouls, ghosts, spiders, tombstones, headless pumpkin employees, one clown and lots of creepy easter eggs.

Due to the pandemic, our target (generally broad, 18-45, off-the-beaten-path types) was online more than ever, so this was a terrific vehicle to reach them.

While we used Facebook 360, Instagram Stories and Twitter to advertise it, the real brilliance (in our humble opinion) is using Google Street View to showcase our idea.

White Castle is known for being off-beat and innovative. The idea of “hacking Google Street View” fit perfectly with their brand identity.

We shot six, 360-degree photos of our Scottsdale, Arizona White Castle inside and out. Then we (extensively) retouched in 3D ghouls, ghosts, spiders, tombstones, headless pumpkin employees, one clown and lots of creepy easter eggs. This required new photography as well as detailedly retouching existing 3D assets to match.

Fans who clicked on the link could look around the outside the Castle and then click their way to explore more creepiness inside.

We put some digital coupons inside the Castle to reward our fans.

We drove users to our virtual Fright Castle using our social platforms.

The production process took about a week, and the creative ran for about 5 days around Halloween, 2021.

We had over 10,000 visits; and between Facebook, Instagram and media coverage, we had over 583 million impressions.

We had over 10,000 visits to the site.

Between Facebook, Instagram and media coverage, we garnered over 580 million impressions.

This is the equivalent of over $1m in ad equivalency on a budget of less than $5k.