Fast Food Favorite White Castle Launches Website for Slider Fans

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New website for those who crave White Castle's famous hamburgers.

White Castle is a cult brand with a tremendous amount of online brand advocates, which is a very high-engagement community. This new site brings the fast food brand into the discussions that are already happening out there and engages these brand advocates in authentic, meaningful and remarkable ways

Cult fast food brand White Castle, one of the most talked about brands online, is launching a kitschy new Northlich-designed micro site this week. The site is designed for savvy teens and young adults that are avid users of the latest technology and crave the fast food restaurant's mini cheeseburgers.

The Crave is Calling campaign extends the brand experience and leverages its cult status by embracing the authenticity, irreverence and kitschy nature of the White Castle brand. The brand's famous hamburgers are virtualized using popular technology and media like YouTube, iTunes, Google Maps and online games, with a design that easily lends itself to future customization and additions.

White Castle has long been a favorite among bloggers and other social media. Despite being heavily outspent by other fast food restaurant brands in advertising, the brand enjoys one of the highest numbers of consumer generated media impressions.

"White Castle is a cult brand with a tremendous amount of online brand advocates, which is a very high-engagement community. This new site brings the fast food brand into the discussions that are already happening out there and engages these brand advocates in authentic, meaningful and remarkable ways," said Mark Willis, Northlich's Vice President and General Manager.

White Castle named Northlich as its digital agency of record in 2007 to maximize opportunities with social media and build relationships with online brand advocates. The fast food giant has been the most significant digital win for Northlich since it acquired Interactive Ink, a digital communications agency based in Columbus, a year ago. In addition to CraveIsCalling.com, Northlich also handles social media optimization, search engine optimization, analytics and email marketing.

The new site was chosen to be the Adobe site of the day on August 7, 2008. Adobe recognizes projects based on strong visual design, technical execution, usability, interesting and/or timely content, as well as overall innovative use of Adobe products.

About White Castle
White Castle System, Inc. was founded in Wichita, Kansas, in 1921. The privately held company owns and operates 412 restaurants in 11 states in the Midwest and northeast. Learn more whatyoucrave.com or CraveIsCalling.com.

About Northlich
Northlich is a brand engagement agency specializing in changing not simply perception, but behavior. On the tube, in the paper, on-line or on the street, Northlich engages people with brands however, whenever and wherever they choose to engage for leading marketers like P&G, Yum! Brands, Birds Eye and others. Learn how at http://www.northlich.com.

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Jennifer McGuire
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