See how Shake Shack and OutSnapped created a finish line photo booth experience that captured 259 marathoners and generated 50,508 impressions in just 4 hours. Real numbers. Real results. Real partnership.
Every year, thousands of marathon finishers cross the TCS NYC Marathon finish line. But what happens in those moments after? Most keep moving. Most don't have time to celebrate.
Joe Kaufman, Regional Marketing Manager at Shake Shack, saw an opportunity. What if finishers could grab a complimentary burger AND capture a memorable moment with their medal, right there on the plaza at 1700 Broadway?
"We're going to be creating a celebratory environment for NYC Marathon finishers to come get a free ShackBurger," Joe wrote in his initial outreach to OutSnapped in September. "We'd love to create a photobooth so people could send themselves the photos. Is this something we could work together on?"
The vision was clear. But the execution would require precision, partnership, and flawless coordination.
The scope: Serve 800+ marathon finishers in a 4-hour window (12 PM - 4 PM) on November 2, 2025, with professional photo captures that felt authentic, not forced.
What unfolded over the next six weeks was a masterclass in client collaboration. It wasn't just about deploying a photo booth. It was about building a shared vision and executing it flawlessly.
On day one, Jannine Eballe, OutSnapped's Production Manager, established clear expectations. She requested graphic assets, custom text questionnaires, and technical specifications by October 14. She didn't just ask, she provided detailed specs on what would work best for the FutureFoto photo booth rental technology.
Shake Shack's design team, led by Byron Chow, engaged directly. They submitted custom overlays, logos, and branding assets. multiple iterations designed specifically for the photo booth frame.
Here's where partnership matters: When the initial preview revealed that Shake Shack's logo was being "washed" by the repeat pattern background, Byron didn't just approve it. He flagged it. OutSnapped's dev team didn't just acknowledge it. They fixed it within hours.
This happened six times. Six rounds of revision. Each one met with responsiveness from both teams. No defensiveness. No delays. Just: "Here's what we're seeing. Here's what we need. Let's fix it."
The result: A photo booth experience that felt authentically Shake Shack and not generically branded.
The operation required precision planning:
When OutSnapped flagged concerns about safely securing the extension cord run across the plaza (trip hazard, weather exposure), Shake Shack didn't push back. They came back with a solution: outdoor plugs available at multiple locations. Problem solved before it became a problem.
Rachel Linder, Shake Shack's on-site contact, coordinated directly with Edwin Goo, OutSnapped's team member. Email chains were clear. Delivery instructions were specific. Meal for the team member was arranged. WiFi credentials provided 24 hours in advance.
These aren't big things individually. Together, they're the difference between smooth execution and crisis management.
The metrics tell the story:
259 marathon finishers photographed
150 total sessions (many group photos)
149 instant prints delivered
181 total shares across social media
50,508 impressions generated
15,535 total reach
112 women | 147 men participated
But here's what the numbers don't capture:
Shake Shack's design team specifically called out one couple who deliberately framed the Shake Shack logo in their photo. Proof that the branding integrated naturally. Proof that guests weren't tolerating a brand activation, they were choosing how to engage with it.
Byron Chow's feedback after the event: "Love how people used the horizontal frames for groups + vertical frames for portrait shots."
That's not just data. That's evidence of thoughtful design meeting user behavior.
Share Distribution:
Audience Demographics:
Both parties understood the goal wasn't maximum reach or viral moments. It was creating genuine celebration moments for people who had just accomplished something extraordinary. Shake Shack wanted finishers to feel rewarded. OutSnapped wanted to showcase what real partnership looks like. Those goals aligned perfectly.
Six weeks of detailed planning, responsive communication, and problem-solving before a single photo was taken. No day-of surprises. No "we should have planned for that." The playbook was written before game day.
The photo booth wasn't an obstacle at the finish line. It was an extension of the celebration—a way for finishers to capture their achievement with a brand that actually added value (free burger + tangible print + digital keepsake).
Shake Shack's Byron and Emily weren't gatekeepers. They were collaborators. They provided feedback. OutSnapped iterated. They approved. Speed and quality, not compromise on either.
From WiFi specifications to weather contingencies to on-site meal coordination to responsive communication, both teams treated this like what it was: a high-stakes brand moment that would reflect on both organizations.
The best brand activations don't feel like activations. They feel like genuine value exchanges.
The marathoner gets:
Shake Shack gets:
OutSnapped gets:
Everyone wins when you align vision, communicate responsibly, and obsess over execution.
"We will certainly keep OutSnapped in mind for future Photo Booth needs! The attention to detail and professionalism of their entire team was exceptional. From the initial design conversations with Byron to the day-of execution with Edwin, every interaction showed that this team cares about getting it right. Our guests loved it. Our team loved working with them. This is exactly what partnership should look like."
— Joe Kaufman, Regional Marketing Manager, Shake Shack
If you're planning a large-scale brand activation or corporate event, here's what this case study teaches:
The difference between a forgettable brand activation and an unforgettable one isn't luck. It's:
Shake Shack did all six. The results prove it.
OutSnapped specializes in photo booth experiences that do the same experiences that feel like genuine value, not corporate intrusion. Whether it's a marathon finish line, a corporate holiday party, a brand activation, or a large-scale gathering, we build moments people actually treasure.
Book a consultation to discuss your specific event needs.
Or contact us to learn more about what's possible.
About OutSnapped
OutSnapped delivers photo booth experiences for corporate events, marathons, brand activations, and large-scale gatherings. Our FutureFoto open-air booths provide instant printing, real-time guest engagement, and measurable photo booth ROI. We've served 10,000+ guests at 100+ events across NYC and beyond.
Learn more about OutSnapped services
Provide: (1) Guest count estimate. (2) Event duration. (3) Location/venue specs. (4) Branding guidelines and custom assets. (5) Technical requirements (power, WiFi, weather contingencies). (6) Timeline for design revisions and approvals. (7) Expected outcomes (impressions, prints, data capture). (8) On-site coordination contact.
Instant printing is recommended when feasible. Reasons: (1) Tangible keepsakes create stronger memories. (2) Guests leave with physical proof (increases perceived value). (3) Print delivery creates natural photo moment (great for content). (4) Printed photos get more organic shares than digital-only. (5) Instant gratification drives guest satisfaction.
Have ready: (1) Event date and duration. (2) Expected guest count. (3) Event location/venue. (4) Brand or theme for customization. (5) Must-haves (instant printing, social media integration, data capture, etc.). (6) Budget range (if applicable). (7) Timeline (when you need this completed).
(1) Initial consultation (30 minutes) - Discuss vision, scope, and budget. (2) Proposal sent within 48 hours. (3) Contract and timeline confirmed. (4) Asset design process begins (6 weeks typical). (5) Multiple design revision rounds. (6) Final approval and logistics coordination. (7) Equipment delivery and on-site setup. (8) Event execution. (9) Post-event reporting and case study development.
Yes. OutSnapped is headquartered in Brooklyn's historic Navy Yard, and serves events nationwide.
Yes. Every element of a photo booth rental activation can be fully customized with your branding, logos, backdrop designs, and messaging. The design process includes multiple revision rounds to ensure your brand vision is executed perfectly. Custom overlays, frame options, and digital template designs are all available.
