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SHAKE SHACK
KUALA LUMPUR
LAUNCH
Jom! #ShakeItMYWay highlights the local essence of the kampung spirit that similar to Shake Shack values; embracing vibrant traditions, tight-knit community, warm hospitality - aiming to bring excitement and everyone together through an immersive three-phase activation specially curated for Shake Shack's launch.
THE BRIEF:
Come up with a brand activation plan that will reach, connect, engage and finally retain consumers as Shake Shack hits the heart of Kuala Lumpur as their first ever outlet in Malaysia.
THE GAMEPLAN:
JOM! #SHAKEIT
MYWAY
PRE-EVENT
01.
Four skilled artists will team up to adorn Shake Shack's walls with vibrant designs reflecting Malaysia and Shake Shack's essence.
As they create different masterpieces
of artwork at separate locations...
... these individual artworks will be
combined to create a stunning mural
Scan and watch the mural come to live! Upon scanning the mural, users will also be directed to a landing page where they will have to shake their mobile devices and they will be able to earn attractive rewards - including a entry ticket to Shake Shack's very own private party!
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02.
SHAKE SHACK HOUSEWARMING
(MEDIA DAY)
As invited KOLs/influencers and media are invited to the housewarming party, they will be physically mailed an invite card in line with the spirit of "Balik Kampung". Inside the envelop is a balloon which they will have to inflate and use it as their entry pass into the private party.
Oh, did I mention that they will be issued a limited edition Shake Shack T-shirt?
Pretty neat.
Paying homage Shake Shack's food cart heritage, we have redesigned this interactive photo booth into a modern and sleek rendition of a food cart.
Invitees will also be able to get a short at this interactive photo booth where they will be able to shake the the larger than life milkshake for a confetti burst photo moment.
03.
SHAKE SHACK GRAND OPENING DAY
Designing an interactive zone with a tongue-in-cheek manner, street dancers and parkours will be able to bring out the local Malaysia flavour through a dance sequence.
To end off the performance with a bang, dancers will put a larger than life toothpick on the giant Shake Shack burger, revealing Shake Shack Malaysia Tagline Jom!#ShakeItMYWay.
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