Snapchat is taking over an NYC Shake Shack

The four-day Snap Shack activation will feature augmented reality, custom merchandise and other interactive marketing tie-ins.
Snap Shack
Photo courtesy of Shake Shack

Social media platform Snapchat is taking over a New York City Shake Shack until Thursday.

The Snap Shack event at the fast casual’s Hudson Yards location is timed to the city’s Advertising Week meet-up.

At the Snap Shack, augmented reality is being used to create “an immersive social gathering spot,” with a shoppable augmented reality store and several custom Snapchat lenses, as well as custom merchandise that can be tried on virtually.

Until the end of the event, the Shake Shack location will be available only as a to-go restaurant because of COVID safety precautions.

“As a brand dedicated to creating uplifting experiences, we are so excited to be partnering with Snap and bringing our guests a one-of-a-kind augmented reality excursion,” Shake Shack CMO Jay Livingston said in a statement. “This experience at our Hudson Yards Shack, which is made complete with an array of Snapchat’s custom lenses and complimentary crinkle cut fries, will immerse fans into the fun of Shake Shack, while highlighting our commitment to real, premium ingredients in an engaging way.”

The unit is outfitted with a giant AR-enabled statue of a crinkle cut fry as well as a virtual try-on “mirror” powered by augmented reality. Custom merchandise includes two T-shirts, a bandana and a beanie. All of the money from the merchandise sales will be donated to the Fresh Air Fund, which provides summer experiences to New York City children from underserved communities.

By scanning a Snap Shack mural in the restaurant and on branded food packaging, diners can unlock a dance party on their Snapchat that stars a dancing cheeseburger, hot dog and French fry.

“We see Snap Shack as an opportunity to highlight the power of AR commerce and do it in a really fun way,” said Jeff Miller, global head of creative strategy for Snap, Inc., in a statement.




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