Shake Shack

Create an interactive solution to help promote new store in London

The Brief

From their origin as a food truck in Madison Square Gardens, the restaurant Shake Shack always makes an incredible impression on local communities.  When they opened their restaurant in the London Westfield Shopping Centre, they wanted to shake things up and engage people – we had the perfect solution!

noonah™ was asked to provide tech for the massive opening party in Westfield where Shake Shack wanted consumers to be able to have a hands-on, interactive experience.  We knew our show-stopping digital Spray Paint Wall would be a huge hit at the launch event.

The Solution

Becoming Banksy is easy on our Spray Paint Wall – the perfect way to capture the attention of those busy consumers and engage with them.  These budding artists were able to add their flair to images which we had designed or create their very own design – we put the power in their hands.

We worked closely with Shake Shack to ensure all the tech we provided would be in keeping with their existing marketing campaign.  Creating all the foody images really made our tech guys crave a visit to Shake Shack.

The Results

Everyone was given a branded print-out of their wonderful artwork created on the Spray Paint Wall which contained Shake Shack’s branding.  Consumers could immediately share their incredible creations with their friends on social media – a chance to show off their graffiti skills! – each share contained Shake Shack’s hashtags and handles.

The experiential event really shook things up at the shopping centre – there was a constant queue of people waiting to have a go on our Spray Paint Wall.  After exhausting themselves creating amazing art, the consumers were directed towards the new Shake Shack restaurant to refuel with the tasty food!