Jun 13, 2022
In General Discussion
White Castle is partnering with Coca-Cola Coinbase User List to celebrate the burger chain’s 100th birthday with a set of collectible cups that come to life via augmented reality (AR). Customers who visit a special microsite in a mobile browser can scan the comic book artwork on the cups with a smartphone camera to see the AR content, per an Coinbase User List announcement. The restaurant chain hired artist Bryan Moss, who is based in the company’s hometown of Columbus, Ohio, to create the artwork for the cups, which tell the history of White Castle through three eras. Moss also designed and installed a large Coinbase User List mural in White Castle’s headquarters that includes panels from the collectible cups. White Castle joins the growing number of brands that have created AR content to engage younger customers on their smartphones. AR content is a way to offer an immersive, branded experience to Coinbase User List consumers while also being mindful of social distancing measures during the pandemic. Dive Insight: White Castle’s AR-activated cups help to tell a more complete brand story amid the burger chain’s celebrations of its 100th birthday, which officially was on March 10. While quick-service chains for years have offered collectible cups with movie tie-ins and other promotions, AR technology can help to transform that packaging into more immersive experiences that prolong brand exposure. White Castle also seeks to Coinbase User List support the work of local artists such as Bryan Moss, a gesture that shows the company’s mindfulness toward its local community. The effort can foster goodwill among younger consumers who gravitate toward brands that demonstrate authenticity with positive actions. The QSR is among the brands that have sought to appeal to tech-savvy customers through packaging that’s integrated with AR experiences. Yum Brands’ Pizza Hut this week started delivering pizza in limited-edition boxes with QR codes customers can scan to start playing an AR version of the classic video game Pac-Man.