Shake Shack
Grand Opening Event
Situation
Shake Shack expanded into Cleveland with its first Ohio location. Their priorities were to establish brand awareness, drive store traffic and generate sales through a series of events. Shake Shack enlisted Sweeney to help plan and execute publicity and media relations, influencer relations, out-of-home advertising, direct mail and VIP/grand opening event management.
Strategies
Influencer and event planning
Sweeney developed a database of bloggers and influencers, and invited them to sample Shake Shack. Key Cleveland influencers attended the VIP event and offered glowing reviews.
We also hosted three large events: a housewarming party, a friends and family day, and the official grand opening ceremony.
Publicity and media relations
We created and implemented a comprehensive program that included media pitches, news releases, media advisories, interviews with Shake Shack spokespersons and event coordination and management.
Advertising
We also managed advertising, implemented a direct mail campaign to complement the earned media and influencer coverage, as well as the distribution of special offer coupons to more than 40,000 area residents.
Results
68M
Media impressions
1.4M
Social impressions
2.9K
Advertising impressions
3K
Event attendees
48
News stories
20
Media outlets