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Stan Karr Yeung
F' what you know
Activation Marketing & Social Media Campaign
Concept
Creative Director
Approached by Rubison Marketing Solutions Limited (Hong Kong) to create and lead a pitch for Shack Shake’s first Hong Kong location. Using the similarities between Hong Kong and New York, I ideated the concept of bringing a touch of New York to the Hong Kong Launch.
With the elements of street graffiti, and Shack Shack’s Madison Sq. park original location as the base concept, local street artist were selected to design the hoarding space, while capturing process to use as media content for the social platform. Using the atrium space inside IFC, a small replication of Madison Sq park was displayed with interactive Chess game pieces and Instagram friendly installations for the public.
On launch day, Shake Shack had their corporate team come out to lead the initial launch. Incentives were given out to the first 100 customers, and the whole launch process was captured and used as social media content.
During the holiday season, culture sensitive campaigns were rolled out for the region as teasers.