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.