White Castle Partners with Borderlands for Augmented Reality Marketing Experience
White Castle Embraces Augmented Reality Marketing with Borderlands Collaboration
White Castle, the iconic burger brand known for its sliders, is diving into the world of augmented reality marketing for the first time with a unique partnership. Teaming up with Borderlands: the Lionsgate film adaptation of the popular video game franchise, White Castle is releasing limited-edition retail and restaurant food packaging featuring Borderlands characters. These packages include QR codes that allow customers to unlock seven different augmented reality experiences inspired by the upcoming movie.
Jamie Richardson, vice president at White Castle, expressed excitement about the collaboration, stating, “Just when you think there wasn’t any room to improve sliders, this collaboration with ‘Borderlands’ is upping the ante by allowing Cravers across the country to bring this awesome franchise directly into Castles as well as into their own kitchens and dining rooms.”
Augmented reality technology enhances the customer experience by placing virtual elements in the real world through a phone camera. Customers can purchase White Castle sliders in retail locations or in-store packs, scan the QR code on the packaging, and activate one of seven AR experiences. These experiences include virtual versions of Borderlands characters like Claptrap, a beloved robot from the franchise.
White Castle’s foray into augmented reality marketing follows a trend in the foodservice industry, with brands like Panera and Crumbl also experimenting with this interactive technology. Panera used AR in 2019 to showcase its healthy ingredients, while Crumbl recently launched an updated app compatible with Apple’s Vision Pro mixed-reality headset.
By embracing augmented reality, White Castle is not only engaging customers in a new and exciting way but also staying ahead of the curve in digital marketing trends. As the Borderlands collaboration unfolds, customers can look forward to a unique and immersive dining experience that combines the best of both the real and virtual worlds.
