Westfield and experiential agency Bigger collaborated to organise the takeover.
The weekend featured a branded stage, dubbed Shake That, at the heart of the mall which hosted a variety of east London-based music acts. The schedule of performances was co-ordinated through Westfield Presents, the shopping centre’s event and entertainment platform.
An interactive graffiti wall with infrared screens was erected in The Gallery. Here, guests could design and print their own urban artwork and share their creations on social media.
A bespoke Shoot for Shack basketball key was also set up in the outdoor Chesnut Plaza. Local sports coaches became Shake Shack brand ambassadors for the activation, while players from the London Lions encouraged members of the public to take a shot for a chance to win Shake Shack vouchers.
Westfield’s in-house experiential team worked closely with Bigger to create a campaign that maximised the centre’s event spaces. Westfield’s production team worked on the event’s operations.
Sophie Binskin-Barnes, account manager at Bigger, said: "Our stimulus for the opening was ensuring we created a ‘We’re Here’ approach whilst also listening to the local community around Shake Shack’s new location. The experiential activations were designed to represent the east London elements of art, performance and sport, all of which are so apparent in the areas surrounding Westfield Stratford City.
"The Westfield team listened, advised and guided us from initial pitch to implementation, enabling us to deliver ‘Shakin’ Stratford’ exactly as how it was first envisaged. The reception so far has been phenomenal with incredible brand exposure promoting Shake Shack and its new home in Westfield Stratford City."
Myf Ryan, director of marketing UK and Europe, added: "Westfield seeks to deliver innovative brand partnerships and interactive experiences to delight our shoppers, while giving brands maximum, impactful interaction with their key audience.
"By using key Westfield customer insights and working closely with Bigger throughout the event management process, we have produced and delivered a successful launch campaign for Shake Shack with thousands of customers taking part in this exciting activity across the weekend."
More on Westfield: Event TV - Westfield stages Future Fashion virtual reality
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.