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Snap is overtaking a NYC Shake Shack while investing more in branded augmented reality (AR) experiences.

Oct 21 2021

Snap is overtaking a NYC Shake Shack while investing more in branded augmented reality (AR) experiences. Shake Shack’s Hudson Yards location is getting a Snap makeover as the tech company brings free food, limited-edition Snap Shack merchandise, a custom AR try-on mirror, and Snapchat lenses to the immersive consumer experience. The store’s branding was customized for the occasion, featuring Shake Shack’s burger logo and a ghost, a complete storefront mural, and a life-sized statue of Crinkle Cut Fry with AR activation and a merch shopping cart. Consumers and visitors can shop the branded experience via an AR store on Snapchat where they can also virtually try on the merch collection (including a bandana, beanie, and two t-shirts) using their smartphone and Snap’s Shack lens—or the store’s AR try-on mirror, of course. According to the two brands, 100% of the sale prices from Snap Shack merch purchases will be donated to the Fresh Air Fund—a nonprofit providing “life-changing experiences for children from the city’s underserved communities.” Snap Shack is part of a deeper strategy the tech company is introducing to help brands create augmented reality advertising and experiences with a new global creative studio, Arcadia. YPulse told you how the pandemic has accelerated AR as it transforms shopping for the next gen, and Snap’s Arcadia studio has already helped Verizon, WWE, and P&G Beauty create their own branded AR experiences. (TechCrunchAdweek)