White Castle Appeals ‘to the 17-Year-Old in All of Us’

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In this video by Brokaw, White Castle details its marketing efforts for the past year and describes how they strengthened its brand. The work targets “Rip” (the 17-year-old boy Brokaw claims is living in all of us), using jokes, awkward radio campaigns and ironic tees that play on the idea of being small.

The company’s current campaign, Crave is Calling by JWT, makes use of both online video and mobile. Pop in your number to get random food calls on your phone at odd hours. It’s kinda like having an aimless 17-year-old friend with the munchies.

Users can also shoot the end of a Crave ad — typical food porn-type stuff — and upload them onto YouTube. So far only one submission has been made this whole summer, so either the campaign sucks or the copyright Nazis strike again.

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Steve Hall

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