Shake Shack launches New York truffle hunt with QR code billboards

Dive Brief:

Shake Shack announced an immersive out-of-home (OOH) campaign in New York City promoting its limited-time White Truffle Menu, according to details shared with Marketing Dive.
For the effort, consumers in Manhattan, Brooklyn and Queens can search for one of 500 digital white truffle billboards and scan an accompanying QR code for the chance to win $2,000 and promo codes to be used at the chain.
The campaign is active now through April 16 and follows other moves by the company designed to promote its elevated menu offering.

Dive Insight:

Billboard-based QR code marketing seems to be having a moment, indicating that brands are looking to reach on-the-go consumers following years of pandemic-fueled restrictions. Tripadvisor and Rémy Martin both deployed similar digitally driven OOH tactics around marketing efforts last month.

Consumers taking part in Shake Shack’s virtual hunt are encouraged to look out for hundreds of digital billboards along tree-lined streets. A press release noted that they should not be deterred from “hunting” in rainy weather, as the chain is looking to playfully mimic real-life truffle hunting conditions to create a sense of immersion. After finding a billboard and scanning the featured QR code, users will be directed to a landing page where they will “dig” for potential prizes, with the $2,000 award representing the value of one pound of white truffles.

Along with a cash prize, consumers can earn promotion codes for free items off of the chain’s truffle-themed menu, including the White Truffle Burger, White Truffle ‘Shroom Burger and Parmesan Fries with White Truffle Sauce. The company announced its limited-run menu earlier this year as part of its strategy to serve higher-scale but affordable offerings. Before its most recent promotion, the chain also created a fine dining experience at select restaurants across the country.

The latest effort was created alongside the chain’s digital creative production arm Grand Visual and media agency Talon. Other recent marketing plays by Shake Shack include a tie-up with “The Super Mario Bros. Movie” for a restaurant experience that featured visual and physical elements from the film, along with special menu items like a Gold Star Shake and 4 Cheese ‘Shroom + Fire Sauce inspired by the movie.