White Castle hawks Chicken Rings in QVC-style Facebook Live event
The 40-minute livestream hit all the right tropes
Editor's Pick
To promote its latest finger food offering, Chicken Rings, slider joint White Castle staged an impressively authentic home shopping event on Facebook Live. Hosts Heather and Janelle--great improv actors, apparently--riffed for more than 40 minutes about the glories of a breaded circles of white meat chicken and four accompanying dipping sauces.
The stunt, created by Merkley + Partners and Washington Square Films, featured all the best tropes of worst kind of television. The overly perky presenters marveled at the low-low price of a dozen Chicken Rings. They made corny puns while asking for awkward close-ups of the merchandise and dropped dark hints about the glumness of their real lives.
The pair was helped along by a series of guests: Sarah the Chicken Ring model (she has two degrees and a stay-at-home husband), Doug the ring appraiser, creepy caller Nick and poor, lovestruck Dylan, who gets too eager and proposes to his girlfriend of a week using a handy snack.
Not all of the interactions were scripted. Heather and Janelle responded in real-time to comments from viewers on Facebook while White Castle's page sent out prize notifications in the feed. In all, the stream drew more than 50,000 viewers.
Credits
- Date
- Jul 03, 2018
- Audio Mix:
- Sonic Union
- Brand:
- White Castle
- Agency:
- Merkley & Partners
- Vice President, Marketing:
- Lynn Blashford
- Restaurant Brand Manager:
- Steve Zvonek
- Communications Supervisor:
- Raydelle Clement
- Digital Marketing Manager:
- Aaron Lahman
- Chief Executive Offier:
- Alex Gellert
- Exec. Creative Director/Partner:
- Andy Hirsch
- Group Creative Head/Copywriter:
- Eddie Van Bloem
- Group Creative Head/Art Director:
- Saks Afridi
- Copywriter:
- Michael Williams
- Art Director:
- Jacqui Bontke
- Director Broadcast Production:
- Gary Grossman
- Senior Producer:
- Alex Kobak
- Business Affairs Director:
- Pam Carden
- Business Manager:
- Pat Milo
- Group Account Director:
- Maggi Vale
- Account Supervisor:
- Lauren Gonzalez
- Account Executive:
- William Brzozowski
- Executive Vice President, Director, Digital Integration:
- Jennifer Cimmino
- Associate Director, Social Media:
- Kimberly Price
- Dr Digital Project Manager:
- Tiffany Chaplin
- Content Manager:
- Benjamin Delatte
- Director:
- Carrie Stett
- Executive Producer:
- Kyle Martin
- Producer:
- Aaron Rosenbloom
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