Shake Shack Takes March Madness Beyond the Screen With Real-Life Fun

March Madness is here and Shake Shack is tapping into this period with its multi-channel campaign to bring the action to select locations for consumers to take part of it in real life.

The objective of the campaign is to capture the dynamic energy of March Madness and translate it into an engaging and interactive experience at select Shake Shack locations across the United States.

From March 12 to March 15, fans visited select Shake Shack locations to vote for their favorite sandwich: the Chicken Shack or Avocado Bacon Burger. Votes could also be cast via the Shack App or Shake Shack’s Instagram. From March 16 to March 26, users could get a free Chicken Shack or Avocado Bacon Burger with a $10 minimum order.

Amanda Tedesco, Shake Shack’s Director of Social Media, said that the brand’s commitment to aligning with cultural moments in an authentic and engaging manner. With March Madness captivating fans across the country, Shake Shack’s campaign aims to capture the same spirit of high-energy competition.

The brand’s strategy focuses on creating an interactive experience that immerses customers in the excitement of the tournament. By bringing the thrill of March basketball directly to their fans, Shake Shack seeks to promote a sense of community and participation, making everyone feel like they are part of the action.

“By embracing the fun of sports fandom, we’re keeping Shake Shack top of mind whether your bracket didn’t survive the first round or you’re celebrating a buzzer-beater win,” said Tedesco.

Shake Shack utilized Instagram, X (formerly known as Twitter), and TikTok to engage with guests and sports fans while expanding its reach through strategic partnerships that tapped into existing fan bases with fun, engaging content. On TikTok, the brand showcased its hot shot in a longer video format. Meanwhile, on Instagram, the brand announced the Avocado Bacon Burger received the most votes. Both of these posts were shared organically, although the exact number of votes submitted remains unclear.

Alongside with this campaign, Shake Shack has entered into a partnership with St. John’s Sports Properties to collaborate with the St. John’s University men’s basketball team. This strategic alliance aims to leverage the enthusiastic energy associated with college basketball, both on the court and in the broader community. Tedesco said this initiative is designed to engage and capitalize on the passionate support for the sport. In conjunction with this collaboration, St. John’s University published an Instagram post showcasing various basketball team members, including Aaron Scott, Kadary Richmond, RJ Luis Jr., and Devion Smith, among others.

March Madness for both the men’s and women’s tournaments this year has sold out its advertising space, particularly among brands looking to capitalize on the next Caitlin Clark, similar to their efforts last year.

The 2024 tournament generated over $1 billion in sales across 67 games, according to a report from Blaze Media. CBS and TNT Sports have sold most of their available advertising inventory for the event, as there is heightened demand for live sports. Additionally, the typical surge of activity from the 18 NCAA corporate sponsors has made ad placements in the three-week tournament difficult to obtain.