CASE STUDY 

Welcome To Shack Camp

Welcome To Shack Camp

Welcome To Shack Camp

Part of Shake Shack’s corporate mission is to extend their
QSR/Hospitality beyond four walls. COVID 19-has presented
a challenge to their business, while also threatening to
cancel summer for millions of customers throughout the US.

Part of Shake Shack’s corporate mission is to extend their
QSR/Hospitality beyond four walls. COVID 19-has presented
a challenge to their business, while also threatening to
cancel summer for millions of customers throughout the US.

Part of Shake Shack’s corporate mission is to extend their QSR/Hospitality beyond four walls. COVID 19-has presented
a challenge to their business, while also threatening to cancel summer for millions of customers throughout the US.

BRANDING | OOH | PACKAGING | CONTENT

 

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SHACK CAMP 2020

SHACK CAMP 2020

SHACK CAMP 2020

SHACK CAMP 2020

This year Shake Shack, along with their partner The Fresh Air Fund,
decided to create a brand experience that combined a revenue and
corporate responsibility to keep the magic alive form customers stuck at home
for the summer with their kids. Welcome to Shack Camp 2020, Campers!
A direct-to-consumer, and digital Shake Shack summer experience.

This year Shake Shack, along with their partner The Fresh Air Fund,
decided to create a brand experience that combined a revenue and
corporate responsibility to keep the magic alive form customers stuck at home
for the summer with their kids. Welcome to Shack Camp 2020, Campers!
A direct-to-consumer, and digital Shake Shack summer experience.

This year Shake Shack, along with their partner The Fresh Air Fund,
decided to create a brand experience that combined a revenue and
corporate responsibility to keep the magic alive form customers stuck at home
for the summer with their kids. Welcome to Shack Camp 2020, Campers!
A direct-to-consumer, and digital Shake Shack summer experience.

This year Shake Shack, along with their partner The Fresh Air Fund,
decided to create a brand experience that combined a revenue and
corporate responsibility to keep the magic alive form customers stuck at home
for the summer with their kids. Welcome to Shack Camp 2020, Campers!
A direct-to-consumer, and digital Shake Shack summer experience.

This year Shake Shack, along with their partner The Fresh Air Fund, decided to create a brand experience that combined a revenue and
corporate responsibility to keep the magic alive form customers stuck at home
for the summer with their kids. Welcome to Shack Camp 2020, Campers!
A direct-to-consumer, and digital Shake Shack summer experience.

SHAKE SHACK

Results

Results

12K

OVER 12K SHARES

12M

REACHED 12M CUSTOMERS ORGANICALLY

 

 

34K

 

OVER 34K ENGAGEMENTS

421K

REACHED 421K VIEWS

CAMPAIGN GOALS

We enlisted a former programming director from the Girl
Scouts to create a Shack Camp curriculum including things
like creating your own lemonade stand inspired by our
seasonal Shack Shack lemonade, and a s'mores experience
inspired by our limited time S’mores shake. We created a
DTC box filled with over $75 of coupons, over 40 hours
of activities and all the tools needed to participate in
the Shack Camp activities.

We enlisted a former programming director from the Girl
Scouts to create a Shack Camp curriculum including things
like creating your own lemonade stand inspired by our
seasonal Shack Shack lemonade, and a s/mores experience
inspired by our limited time S’mores shake. We created a
DTC box filled with over $75 of coupons, over 40 hours
of activities and all the tools needed to participate in
the Shack Camp activities.

We enlisted a former programming director from the Girl Scouts to create a Shack Camp curriculum including things like creating your own lemonade stand inspired by our seasonal Shack Shack lemonade, and a s'mores experience inspired by our limited time S’mores shake. We created a
DTC box filled with over $75 of coupons, over 40 hours of activities and all the tools needed to participate in the Shack Camp activities.

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CONTENT

The box included six weeks of
activities that were accompanied
by an IGTV series of episodes
to guide fans.

GHOST DEMOCRACY

We designed the brand,
created the content, and
executed a content
strategy that grew with the
brand as it raised
substantial funds.

 

 

 

CONTENT

The box included six weeks of activities that were accompanied by an IGTV series of episodes
to guide fans.

CONTENT

The box included six weeks of activities that were accompanied by an IGTV series
of episodes 
to guide fans.

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We’re not saying that by helping Shake Shack reimagine itself as a digital hospitality brand saved summer, but we did make millions of happy campers, and summer memories that will last a lifetime.

33 IRVING PL 3RD FLOOR
NEW YORK, NY 10003

INFO@CIRCUSMAXIMUS.COM


P: (212) 256-1624

33 IRVING PL 3RD FLOOR
NEW YORK, NY 10003

INFO@CIRCUSMAXIMUS.COM


P: (212) 256-1624