Content, Content, Content
It comes in many forms, and on this site it comes in abundance. Knowing how much content was being generated by White Castle fans, we designed the site to feature it. After all, White Castle is all about its Cravers, so giving them the prominent voice was a perfect fit. From there, we filled in the gaps, making sure that the way we described and called things out was in a voice that matched the brand and target. It allowed us to take normally mundane things like menu descriptions, and make them fun and entertaining.
White Castle has tradition. Tons of it. The first hamburger chain. The first to sell a million, and then the first to sell a billion burgers. The challenge was to modernize the online presence of White Castle without losing the history that makes it unique. We found that through careful design we could blend the history into the new look using their historic photography in moderation. In other words, we put history where it fit. In the company section it lives beside and contrasts a modern store. In the timeline, it’s the focus. But in the Craver section it’s non-existent.
Everyone has a locator. It’s expected and mandatory for any business that’s inviting you to enjoy a meal. We took it a few steps further. Using information from Google maps and some creative coding, we were able to use Google Street View to provide more than an address and directions. You’ll find a map that pinpoints the nearest White Castles, and pulls in images of that location with the camera focused in on your exact destination.
Cravers will visit the White Castle mobile site for different reasons than the ones that drive them to WhiteCastle.com. Everything that we accomplished in the examples above needed to be rethought, re-prioritized and reformatted to create the optimal user experience.
We focused on a single user generated photo that fits the space, simplified the navigation and made it vertical. We made photos and menu items easy to click through and click out of. Most importantly, we assured that the store locator would work flawlessly. After all, what could be more important when you’re on the move, than directions to the nearest White Castle?
This site is designed to change and expand. As new content is generated by Cravers, we made it simple to pull it in, get it approved and up on the site. We also made sections that are destined to grow every year like Recipes and the Hall of Fame, easy to update and meticulously organized. And we made plenty of feature sections throughout the entire site, allowing White Castle to push the focus to different things at any time.
White Castle provides customers with great offers and exciting new ideas, but they struggled to generate awareness. Our expertise in online marketing allowed us to create both display and rich media ads that were simple and entertaining. The result was more click throughs from the ads to the site, and more conversion as coupons were downloaded. Plus the new campaigns leveraged strong social hooks which caused people to help spread the work via Twitter driving even more conversion and greater awareness.