Shake Shack teamed up with THE SUPER MARIO BROS. MOVIE for a restaurant experience and wider national promotion. Produced by Nintendo, Illumination and Universal, the film about the iconic video game characters debuted in theaters on April 5.

The chain’s location in the DUMBO neighborhood of Brooklyn, New York, featured visual and physical elements from the film. A special menu featured a Gold Star Shake and 4 Cheese ’Shroom burger + Fire Sauce items inspired by the movie. The activation, which offered branded merchandise to the first 100 guests per day, ran from March 31 to April 2.

To boost the campaign outside of New York, Shake Shack entered guests who ordered a ’Shroom Burger via the brand’s Shack App or website into a sweepstakes for movie tickets. The tie-up speaks to the growing role of video games in pop culture and marketing.