Shake Shack Sends New York City on a Virtual Truffle Hunt with Immersive OOH Campaign
The ultimate dream for any truffle lover is to embark on a digging adventure for one of the world’s most-prized culinary delicacies. This week, Shake Shack is bringing truffle hunting stateside with an immersive OOH campaign in celebration of its White Truffle menu - its most elevated menu yet.
Starting on Monday, April 10, Shake Shack launched a virtual white truffle hunt across 500 digital billboards in Manhattan, Brooklyn and Queens (NYC), offering fans the chance to “dig” for prizes. Fans should watch out for billboards located on tree-lined streets and not be deterred from “hunting” in rainy weather - the prizes are closely tied to ideal real-life conditions for truffle hunting. The hunt ends next Sunday, April 16, and the promo codes are valid at all NYC locations (excluding airports and stadiums) through the end of the month. Shake Shack worked with Talon and its digital creative production arm Grand Visual on the campaign.
Here’s how the campaign works:
- Find or “hunt” for a White Truffle billboard
- Once you’ve located a billboard, scan the QR code featured
- The QR code will bring you to a truffle hunt site where you’ll “dig” for a truffle prize, with the chance to win $2,000 - the value of one pound of white truffles - and promo codes for free Shake Shack White Truffle menu items including the White Truffle Burger, White Truffle ‘Shroom Burger and Parmesan Fries with White Truffle Sauce
Mike McGarry, VP of brand marketing, Shake Shack, says: “Our White Truffle menu is our most elevated menu yet, and we’re excited to highlight the new items in a way that captivates and engages New Yorkers in their surroundings. We look forward to bringing our immersive campaign to life right in our hometown of New York City.”
Jonathan Conway, chief operating officer, Talon, says: “Digital out of home is playing a pivotal role in spreading large-scale awareness and engagement with Shake Shack’s limited-run White Truffle menu item. In collaboration with the fast casual brand and our creative agency Grand Visual, we have designed a unique real-world brand experience for New Yorkers that is also creating real business value for Shake Shack.”
