Brandable: To Engage Customers, Shake Shack Turns To Promo

Let's get creative! / Jess Bailey / Unsplash.com

 

As people and businesses adjust to life in a post-coronavirus world, brands have begun implementing creative solutions to engage with customers, all while keeping themselves afloat. In July, one of these companies, New York City-based fast-food chain Shake Shack, tapped into the power of promotional products with its Shack Camp Box, a curated box of supplies designed to provide six weeks’ worth of at-home, family-fun entertainment.

The box is filled with six activities: creating a lemonade stand, complete with lesson plans on how to write a business plan, and a recipe for a boozier option for the adults; writing and sharing scary stories around an indoor, do-it-yourself “campfire;” making frozen custard sundaes; researching and getting involved in a cause to better the community; putting together a Field Day complete with classic backyard games; and making arts and crafts, like friendship bracelets and tie-dye clothing. 

Shake Shack’s website describes the effort simply: “This summer looked different, so we asked ourselves how we could serve our guests outside of our four walls.” Shake Shack also shared videos of Shack Camp Box recipients partaking in the activities on Instagram Live (IGTV). Enclosed in the box, which is valued at $175 but available for purchase on Shake Shack’s website for $79, are the following items: six drawstring bags, change purse, lemon reamer, cocktail stirrer, Splatterware cups, flashlight filter; a costume mask, hat and jewelry; campaign buttons, postcards, sweatbands, sprinkles, bandanas, beads, stretchy string, rubber bands, powdered dye, paint, water balloons, $75 in coupons and offers; branded, reusable metal straws, cups and coasters, stickers, a field notebook, pencils, a branded apron, ice cream scoop, spatula and custard cups. 

The kit also has a philanthropic component. The sale of Shack Camp Boxes helped support The Fresh Air Fund, a New York-based nonprofit that provides free summer camp experiences to underprivileged children in New York City. Shake Shack teamed with partners Uber Eats, Goldbelly and OREO Cookies to collectively donate $75,000 to support the organization’s summer programming, which included a virtual summer camp experience, job training and internships, and family wellness day trips.

One of the major observances in branding following COVID-19 has been a push in home-delivery kits, experiences or new subscriptions with a twist to both entertain end users and lift their spirits, while presenting them with a reason to keep that particular brand in mind. Shake Shack created a way to engage all its customers, no matter their age, by meeting them where they are, which was at home. Coupled with branded products, the company also incorporated a series of coupons into the kit, which brought customers into their local Shake Shack, gave them an incentive to try new foods and potentially find their new favorite—and keep coming back. By connecting this at-home kit with the work of a nonprofit, Shake Shack also creates a feel-good element around purchasing the kit. 

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Danielle Renda is associate editor of PPB.

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