America’s fast-food burger chain White Castle has announced a collaboration with Lionsgate to launch Borderlands-themed retail and restaurant packaging.
The limited-edition packaging is designed to celebrate the upcoming release of the Borderlands movie on 9 August 2024.
The special packaging, which features augmented reality (AR) experiences with the character Claptrap, will be available on six-count packs of White Castle Sliders and in its restaurants across the US.
The packaging is designed to offer an interactive experience, incorporating unique QR codes that unlock seven different AR experiences.
These experiences bring Claptrap, a character from the Borderlands franchise, to life.
The Borderlands-themed packaging will be found on White Castle’s 100% beef Sliders, including the Original, Classic Cheese, and Jalapeño Cheese varieties.
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The packaging will also be available in national grocery stores and on items such as the Crave Clutch and large soft drink cups in White Castle restaurants.
The partnership marks White Castle’s largest-ever collaboration for a film release.
White Castle vice-president Jamie Richardson said: “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.”
“Sliders are a great option to enjoy while you’re gaming with friends at home, pre-gaming before heading to see Borderlands, or recapping the movie when it’s over. We’re all about summertime fun, and we couldn’t have asked for a better partner than Lionsgate and this big, fun summer movie.”
