Marketing Currents - Business and Marketing Current Events

DoorDash, Shake Shack deliver Boyz II Men throwback for Valentine’s Day


DoorDash and Shake Shack are pooling their resources for a nostalgia-themed campaign as couples celebrate the first Valentine’s Day of the COVID-19 pandemic era. Millions of people are avoiding restaurants and bars, many of which are operating at limited capacity because of local restrictions, making Valentine’s Day a homebound occasion for lots of couples. By sponsoring a livestreamed concert with Boyz II Men and offering special menu items and branded swag, DoorDash and Shake Shack aim to help people celebrate a romantic evening with food delivered to their homes.

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Discussion Questions:

  1. What is promotion?
  2. Why do brands engage in promotional activities?
  3. What are the different forms of promotion?
  4. What type of promotion best describes this initiative from DoorDash and Shake Shack?
  5. What is partnership?
  6. Why do you think DoorDash and Shake Shake partnered for this promotion?
  7. Why do you think they wanted to launch a promotion tied to Valentine’s Day?
  8. What is sponsorship?
  9. Why do you think DoorDash and Shake Shack sponsored a Boyz-II-Men concert as part of this promotion?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.