introduction
Mascaro Flandro is proud to present our White Castle original digital offering menu. The goal is to build active customer engagement targeting young adults aged 18-35 through branded lifestyle content and campaigns that live on White Castle platforms. We imagine a dynamic social media centered strategy where we foster a meaningful and sustained relationship between the White Castle brand and its customers. Looking to Red Bull and Monster Energy as examples of success in this cross-platform space, there is an amazing opportunity here to build on White Castle’s legacy of being intimately connected to pop culture and hip hop lifestyle.
Below you will find a selection of creative campaigns that have unique delivery points and customer engagements, all able to live both independently as well as in concert within a larger branded network or virtual studio.
Defined Platforms: Traditional Television, YouTube, Facebook (Page, Live and Story), Instagram (Feed, TV, Live and Story), Twitter, TikTok and Snapchat + All Print and Outdoor (billboard, wraps, posters)
after hours campaign
concept
Inspired by the iconic Warhol art film of him consuming a cheeseburger, this campaign features people that exemplify the unique White Castle late-night diner. These are the people sitting next to you in a White Castle, after hours, that make you ask "what party did they come from?" Each video consists of one person consuming a White Castle menu item while looking directly to camera. The execution is creatively directed to reference established White Castle marketing collateral featuring saturated urban photographs of the modern, uber-cool, visually compelling people that are identified as the White Castle diner.
primary platform
Television ( 15 / 30 second spots )
Youtube pre-roll ( 15 / 30 second spots )
Secondary Platform
Instagram ( 15 / 30 second spots + stills )
Facebook ( 15 / 30 second spots + stills )
TikTok ( 15 / 30 second spots + stills )
Print
Outdoor ( billboard, wraps, posters )
Customer Engagement
Passive or Active - We could open up to customer self submission for future casting once this campaign is established.
To crave is human campaign
concept
Philosophers, scientists, poets, and notable achievers express to the camera about the existential human condition and its relation to desire and craving, ultimately concluding that “To Crave Is Human''. Examples: Werner Herzog, Neil deGrasse Tyson, Elizabeth Alexander, Amy Poehler.
primary platform
Television ( 15 / 30 second spots )
Youtube pre-roll ( 15 / 30 second spots )
Secondary Platform
Instagram ( 15 / 30 second spots + stills )
Facebook ( 15 / 30 second spots + stills )
TikTok ( 15 / 30 second spots + stills )
Print
Outdoor ( billboard, wraps, posters )
Customer Engagement
Passive or Active - There’s an opportunity for a social media submission of the customer crave qualification. What’s the source of their crave in life? This could be a way to showcase a customer on a monthly basis on our Instagram Story in the form of a selfie video talking about their crave qualification, with a chance to get a free item coupon - Crave Case or Frozen Food.
court jester showcase digital content
presented by white castle
concept
A Los Angeles blackbox theatre standup comedy series brought to you by White Castle, featuring a comedian and recurring celebrity ‘jester’ host. Each comedian profile will be published monthly, though the production will be shot quarterly with 3 performers per showcase. Primary deliverable is a 15 minute set. Auxiliary content is behind-the scene interview, photography etc.
primary platform
IGTV ( full comedy set )
YouTube ( full comedy set )
Facebook ( full comedy set )
Secondary Platform
Instagram ( Interview Clips + Cutdowns + Photos + BTS video )
Facebook ( Interview Clips + Cutdowns + Photos + BTS video )
TikTok ( supercut )
Customer Engagement
Passive, but great opportunity for customers to get a chance to be in the audience? Experiential marketing opportunities. Could open up to a ‘regional talent’ expansion of the show in cities like Boston, Austin, New York, Chicago, Denver, etc.
behind the mic digital content
with christian hand
concept
Christian sits with hip hop musicians and producers to discuss their process, highlighting their use of samples.In each show Christian and the guest will explore the source material used in the creation of the featured album, providing never before heard factoids.Show format is similar to Christian’s hugely successful show ‘The Session’ in an abbreviated version.
primary platform
YouTube ( full episode )
IGTV ( full episode )
Secondary Platform
Instagram feed promotion ( supercut )
TikTok ( supercut )
Customer Engagement
Passive or Active - We could open up to user-generated submissions for the show?
crave time digital content
concept
Each episode White Castle invites a young influencer chef (with verifiable following) to prepare their original creation using White Castle products. These recipes will be included in the Crave Time Cookbook.
primary platform
IGTV ( short form episodic )
YouTube ( short form episodic )
Secondary Platform
Instagram ( Promotional Photos/Video Clips + BTS )
TikTok ( supercut )
Customer Engagement
Passive
alternative Creative
Fans are allowed to submit an established dish of their liking (chicken paprikash, ratatouille, etc), which the chef has to execute using White Castle products and pantry of ingredients. The chosen fan gets a free item coupon - Crave Case or Frozen Food.
references
craver's hall of fame digital content
concept
A mini-doc series highlighting recent inductees. Using the existing Hall of Fame honorees, we start producing each profile (1-3 min length) explaining their connection to the White Castle brand and its products through their unique story.
primary platform
IGTV ( short form non-scripted )
Youtube ( short form non-scripted )
Facebook ( short form non-scripted )
Secondary Platform
Instagram ( supercuts + Photos + BTS )
Facebook ( supercuts + Photos + BTS )
Customer Engagement
Passive and Active - Passive for the fans who didn’t make the Hall of Fame, but active for those who did.
awkward conversations digital content
concept
Two cultural icons, artists, thinkers who represent creative outsider-thinking visionaries are paired to ask each-other questions, which are White Castle customer sourced. Where the conversation goes from there is in the hands of the two icons. Examples: Thundercat and Malcolm Gladwell, Iggy Pop and Solange
Think Wired’s “Auto-complete Interview” meets Reddit’s “Ask Me Anything”
primary platform
Instagram LIVE
Secondary Platform
IGTV ( short form episodic )
YouTube ( short form episodic )
Facebook ( short form episodic )
TikTok ( supercut )
Customer Engagement
Active - Fans get to submit their questions, and if their question gets chosen they get a free item coupon - Crave Case or Frozen Food.