To mark its 100th birthday, the burger chain White Castle will showcase the brand’s story using AR-activated cups. Moving beyond the conventional idea of collectible cups with movie tie-ins and other promotions, AR technology allows the brands to maximize exposure by transforming their packaging into immersive experiences.

To demonstrate the company’s mindfulness toward its local community, White Castle is also making an effort to support the work of local artists such as Bryan Moss. The initiative can foster goodwill among younger consumers who appreciate brands that showcase authenticity with positive actions.

By integrating packaging with AR experiences, QSR sought to appeal to tech-savvy customers. Yum Brands’ Pizza Hut has partnered with Pac-Man to introduce limited-edition boxes with QR codes customers can scan to start playing an AR version of the classic video game.

However, White Castle has been trying to run campaigns to differentiate its brand from the competition. The company revamped its long-running Valentine’s Day event last month by allowing people to book a reservation for a fancy dinner. The chain transformed hundreds of locations into drive-in diners with carhop service for the event.

Rapper Coolio was brought in last year in November to showcase how to make turkey stuffing with its signature sliders, and led an influencer campaign for Friendsgiving celebrations. The company also introduced its first systemwide rewards program to offer discounts to support customer loyalty.

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