White Castle announced the launch of its newly redesigned website which is set to be heavily populated by user-generated content (UGC) making the fast food chain’s fans from across the nation the new stars of this consumer-centric site.

The home of The Original Slider, White Castle’s new site features expanded content and streaming media from popular social media networks such as YouTube and Flickr. The website also features an improved store locator, an online shop and completely new navigational tools.

“It’s because of our loyal customers that White Castle has thrived for 88 years,” said Kim Bartley, vice president of marketing for White Castle. “We are thrilled to introduce this new seamless Web site that conveys our brand’s story through the voice of our customers, while providing everyday functionality that ensures a user-friendly experience.”

The restaurant that is widely known for having passionate cult followers says that it will host frequent social media driven campaigns to encourage the submission of fresh and fun UGC from its online community.
The new website provides fans with an outlet to share photographs and video that demonstrate their excitement for the brand as well as celebrate the history of the company.

An entire section of the redesign has been dedicated to stories submitted to White Castle’s Hall of Fame by customers and fans. Since 2001, more than 6500 people have tried to gain the hall standing, however only 76 have been inducted. Visitors to the site can share their own stories or recipes online for a chance to be recognized throughout the year.

To celebrate the redesign launch, White Castle is offering an online coupon for a free Slider with any purchase, valid from now until December 31, 2009.