Shake Shack is partnering with the Super Mario Bros movie to create a restaurant experience and national promotion. The highly anticipated film is coming to theaters next week and the Shake Shack location in Brooklyn’s DUMBO neighborhood is gearing up to feature visual and physical elements from the movie as well as a specially curated menu with items like a “Gold Star Shake and 4 Cheese ’Shroom + Fire Sauce.” A promotion starting today will run through the weekend where the first 100 guests per day will receive branded merch. Plus, Shake Shack is offering sweepstakes for movie tickets to those who order a “Shroom Burger” through the chain’s Shack App or website. The collab is reaching young consumers by tapping into their love for the gamification of entertainment and gaming’s overall growing role in popular culture and marketing. YPulse data shows that 95% of young people say they game in some capacity—and Mario games are among their top favorite. (Marketing Dive)
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