Westfield and BIGGER launch Shake shack at Stratford
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Westfield and experiential events agency Bigger have collaborated to launch burger joint, Shake Shack at Westfield Stratford City.
The three-day takeover of Westfield ran over the May Bank Holiday weekend (Saturday 23rd – Monday 25th May) and included a number of experiential activities:
– Shake That: A branded stage in the heart of Westfield hosted a variety of East London-based music acts. The schedule of performances was coordinated through Westfield Presents, the established event and entertainment platform.
– Say It and Spray It: An interactive graffiti wall with infrared screens was set up in The Gallery – giving visitors a chance to design and print their own East London style artwork and share the results through their social media.
– Shoot for Shack: A bespoke, Shake Shack basketball key was set up in the outdoor Chestnut Plaza. Local basketball coaches became Shake Shack brand ambassadors and players from basketball’s London Lions encouraged members of the public to take a shot for the chance to win Shake Shack vouchers.
Westfield’s in-house experiential team worked closely with Bigger to ensure the launch campaign maximised the optimum events spaces available in-centre and reflected the needs of the Westfield Stratford City visitor. Westfield’s production team operated the event, which included a compere to talk to visitors about the performers and brand messages.
Myf Ryan, director of marketing UK & Europe comments: “Westfield seeks to deliver innovative brand partnerships and interactive experiences to delight our shoppers, while giving brands maximum, impactful interaction with their key audience. By using key Westfield customer insights and working closely with Bigger throughout the event management process meant we have produced and delivered a successful launch campaign for Shake Shack with thousands of customers taking part in this exciting activity across the weekend.”
Bigger account manager Sophie Binskin-Barnes led the launch campaign: “Our stimulus for the opening was ensuring we created a “We’re Here” approach whilst also listening to the local community around Shake Shack’s new location. The experiential activations were designed to represent the East London elements of art, performance and sport, all of which are so apparent in the areas surrounding Westfield Stratford City. The Westfield team listened, advised and guided us from initial pitch to implementation, enabling us to deliver ‘Shakin’ Stratford’ exactly as how it was first envisaged. The reception so far has been phenomenal with incredible brand exposure promoting Shake Shack and its new home in Westfield Stratford City.”
