Shake Shack Is Building a Digital Community to Get Through the Pandemic

Online initiatives aim to keep it connected with fans

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Shake Shack’s latest community outreach effort, a virtual summer Shack Camp, was created for both kids and kids at heart and born out of the challenges the company’s employees are facing in balancing work and family during the pandemic, according to the fast casual chain’s CMO, Jay Livingston.

That’s particularly true now that school’s out and summer camps across the country have been canceled.

Livingston told Adweek that the virtual camp is an extension of the content the burger and shake specialist has been offering to engage its customers during the pandemic.

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