Fast food chain White Castle has launched a new loyalty program that features a mobile Web application and lets consumers earn rewards including free sliders.

White Castle rolled out the Craver Nation loyalty program to kickoff National Hamburger Month. The initiative is helping the company connect with consumers on mobile, as well as on social media.

"At White Castle, our vision is to feed the souls of craver generations everywhere," said Jamie Richardson, vice president at White Castle.

"Offering a new app that makes it easier to satisfy customer cravings is just one more great way to do just that," he said. 

White Castle is a family-owned business based in Columbus, OH, that owns and operates more than 400 White Castle restaurants in 12 states.  

Hamburgers galore
The multichannel campaign includes a Craver Nation mobile Web app that lets hamburger lovers earn points for free sliders.

To earn the rewards, consumers must complete certain tasks on the company?s Web site.

White Castle is also giving anyone that signs up for the promotion two free sliders. Users can sign up by going to http://www.cravernation.com.

In addition to free sliders, White Castle is also giving away one of the newest tablets on the market each day of the promotion.

Additionally, one lucky participant will win White Castle Sliders for life.

By incorporating mobile and social into the mix, White Castle is able to reach a broader audience.

It is also smart to offer incentives.

Consumers are more inclined to interact with a brand when they can earn rewards ? in this case free hamburgers.

"We are fortunate to have an incredible base of loyal fans and dedicated cravers ? we are always engaged in an ongoing dialogue with them ? whether through social media, or their visits to our restaurants ? we?ll be sharing what were up to in the weeks and months ahead," Mr. Richardson said. 

Fast enough for you
Nowadays, there is no fast food chain that does not have some form of a mobile presence.

Last year, Wendy?s drove consumers to its locations to try the company?s new hamburgers via two geotargeted mobile ad campaigns.

The company ran mobile ads in conjunction with a broader marketing campaign that involved television and a large emphasis on social media (see story).

Earlier this year McDonald?s used a mobile ad campaign to entice users to try the company?s dollar menu items by playing a word scramble game.

In addition to learning about the dollar menu items, users could also find the nearest McDonald?s location (see story).

Most recently, KFC placed QR codes on its soft drink cups that aimed to engage consumers and let them vie for a chance to win hundreds of prizes given away every hour.

The QR code was placed prominently on KFC?s soft drink cups (see story).

"Our mobile strategy recognizes that we live in the age of empowerment ? we?ve always been a restaurant of the people, by the people and for the people ? today?s technology makes us even more accessible ? more approachable than ever," Mr. Richardson said.