First, I would like to apologize for skipping my blog last week. I had final presentations due that I had to focus on. Now that those are turned in, let’s get into Snapchat and Shake Shack’s partnership that created Snap Shack.
Starting October 18th, the Shake Shack located in Hudson Yards, New York was transformed into Snap Shack for four days. Free food, an augmented reality try-on mirror, unique Snapchat lenses, and limited-edition Snap Shack merchandise were available to those who visited.
The entire store was remodeled, featuring a storefront mural, a redesigned logo with a burger and ghost, along with a life-size crinkle-cut fry statue that users can scan a snapcode on its platform to bring the character to life. Additionally, people can also scan the packaging the fries come in to experience this fun, dancing french fry.
Augmented reality was used throughout the store, with snapcodes placed around the shack and on products that visitors can scan.
For example, if one were to scan the mural outside the store or the packaging their food comes in, they will unlock a dance party with cartoon versions of Shake Shack menu items having a dance party.
This interactive advertising stunt had a mission beyond bringing more awareness to the two companies, donating 100% of their merchandise sales to a nonprofit, the Fresh Fund, which helps give children from New York’s underserved communities life-changing experiences.
The limited-edition merchandise sold to bring in these donations also further showed off Snapchat’s talents at using AR, allowing customers to virtually try on merchandise through the Snap Shack lens or the in-store AR mirror.
Overall, I thought this campaign was very creative and clever! It let both companies show off what they are good at while bringing in money for a good cause.
I’ve really enjoyed this trend of restaurants being temporarily remodeled in partnership with another company, similar to Wendy’s becoming Morty’s to promote the new season of Rick and Morty. I can’t wait to see the next partnership that transforms a restaurant or store into something new and exciting!
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