Loyalty360 Reads: October 5: Peloton Partners with Dick’s Sporting Goods, Shake Shack Opens Virtual

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Shake Shack Opens Virtual World

Shake Shack recently opened a virtual restaurant in The Sims 4. The restaurant brand partnered with Tumblr mod creators BeansBuilds and Insimnia to build an exact replica of the restaurant and menu in The Sims 4 universe, where players can pretend to order burgers, chicken sandwiches, chicken bites, fries, shakes, frozen custard, and beer and wine.

Kristyn Clark, Shake Shack’s director of brand and communications, notes the brand’s intention to connect with fans in creative ways and hopefully tap into new audiences. “Our goal was to reach new audiences while educating around our brand and our values in an immersive, engaging way,” Clark says. And earlier this year, the brand became one of the first companies to offer Bitcoin as a reward to customers for Shake Shack purchases made through Cash App.

Peloton Partners with Dick’s Sporting Goods

Peloton has partnered with Dick's Sporting Goods stores as its first brick-and-mortar retailer. Dick’s will carry Peloton’s Bike, Bike+, Tread and Guide, a training system that uses a camera to track a person’s movements, as well as bike shoes and exercise mats. The products will be in specific Peloton displays and Dick’s employees will be trained to assist customers with them. Dick’s shoppers also will be able to order Peloton products online in stores for either delivery or pickup.

The collaboration will make Dick’s the first brick-and-mortar retailer outside of its namesake stores to carry Peloton equipment. Peloton had long been an exclusively direct-to-consumer business before it began selling on Amazon.

Hasbro Takes My Little Pony to Metaverse

Hasbro has introduced My Little Pony to the metaverse. The “Visit Maretime Bay” experience in Roblox enables users to visit the fictional world from its new Netflix series, "My Little Pony: Make Your Mark." The campaign includes a collaboration with TripAdvisor to list Maretime Bay as a travel destination with a campaign promoting the activation on social media.

Parents and children can create their own pony avatars and explore a child-safe world with sites and characters from the show. To make Maretime Bay even more real for consumers, the brand has partnered with Tripadvisor to list it as a real vacation destination.

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