White Castle asked us to promote their chicken rings. We asked them to let us make a 360 degree Shopping Channel inspired campaign—complete with a 40+ minute Facebook Live event. Here's what happened: 

Better believe that number led to somewhere. Fans who called got the below messages:

WCS Social Campaign

To go along with our flighted social campaign, we created a 42 min White Castle Shopping Event on Facebook Live. 

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Today is your chance to pick up 12 delicious Chicken Rings for only $2.99. Pairs great with your favorite dipping sauce!

Time is running out! Grab your very own 12-piece collection of Chicken Rings from White Castle today. Only $2.99, while supplies last!

Time is running out! Grab your very own 12-piece collection of Chicken Rings from White Castle today. Only $2.99, while supplies last!

On Wednesday, June 27th @ 9pm Eastern, we went live—FaceBook live.

Did you say you have 42 minutes to spare? Cool. Here's the full Facebook Live event. 

White Castle's Chicken Rings Double as Must-Have Accessories in Improv Stunt

In the world of improvised content, there are some gold standards. Will Ferrell and Molly Shannon come to mind, yet their schticks for the Rose Parade and Royal Wedding weren't necessarily brand-focused. Attempting to create live improv for a brand is an entirely different proposition.

White Castle hawks Chicken Rings in QVC-style Facebook Live event

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.

Custom Gifts

After the big event, we sent super fans some free, artisan made, completely inedible gifts.

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Chicken Ring Earrings
Chicken Ring Earrings

DO NOT EAT these chicken ring earrings. Great for vegetarians, or people who are allergic to chicken.

Chicken Ring Earrings
Chicken Ring Earrings

Model is wearing standard size. Comes in original. Sauce sold separately.

Ring Dish
Ring Dish

The White Castle ring dish—for keeping those precious rings safe.

AD: Jacqui Bontke CW: Michael Williams

Creative Directors: Eddie Van Bloem / Saks Afridi