Westfield shopping centre in Stratford launched a number of Shake Shack branded events during the weekend to welcome the US burger joint to the neighbourhood.
A three-day takeover, coordinated by events agency Bigger, featured experiential activities, such as ‘Shake That’, a branded stage showcasing local music talent, ‘Say It and Spray It’, an interactive graffiti wall with infrared screens and ‘Shoot for Shack’, a basketball hoop shooting competition.
Westfield’s production team operated the event at the East London shopping centre which included a compere to talk to visitors about the performers and brand messages.
Myf Ryan, director of Westfield marketing UK & Europe, said: “By using key Westfield customer insights and working closely with Bigger throughout the event management process meant we have produced and delivered a successful launch campaign for Shake Shack with thousands of customers taking part in this exciting activity across the weekend.”
The push ran from Saturday 23 May to Monday 25 May.