Shake Shack has teamed up with Super Mario Bros. for an exciting activation, engaging fans of the popular video game franchise.
Building on the hype surrounding the spring release of “The Super Mario Bros. Movie,” the restaurant chain is aiming its efforts at a national promotion to incentivize existing customers and fans of the legendary video game franchise.
The chain’s Dumbo location in New York will get a makeover inspired by the film, including visual and physical elements perfect for taking photos and a great opportunity for the partnership to achieve social media virality.
Additionally, customers will have a chance to take part in giveaways of Shake Shack x Mario memorabilia including custom shirts, backpacks and hats and to try exclusive menu items such as a Gold Star Shake and 4 Cheese ‘Shroom + Fire Sauce inspired by the movie.
However, Shake Shack is not limiting this partnership to New York territory.
Referencing Super Mario’s mushroom power-ups, Shake Shack is widening its mushroom-based burger offer with a “Shroom Burgers and the Mario Series" release. Customers nationwide will be able to give them a try by ordering Shake Shack through mobile or web channels, which will be giving away free tickets to the film once released.
The partnership could prove to be another lucrative example of brands leveraging entertainment for growth, a recent trend in marketing. The film, which features voiceovers by Hollywood fan favourites such as Anya Taylor-Joy, Chris Pratt and Seth Rogen, is predicted to make at least $85 million in its five-day release period.