Shopify x MrBeast Heist

Fully immersing fans in the world of MrBeast, we delivered a high-octane IRL scavenger hunt in NYC; building buzz around the Feastables candy brand, and driving awareness of the YouTube sensation's ongoing partnership with Shopify.

The team played a crucial role in bringing the experience to life, from conception to design and build, delivering a truly unique and dynamic activation.

Jessica Williams

Head of Brand & Creator Partnerships, Shopify

Promote the Feastables brand and MrBeast + Shopify partnership via a pop-up fan experience at the Shopify Space in Soho, NYC that encouraged fan engagement and content creation.

Inspired by MrBeast’s iconic videos, we wanted to build a heist environment where host characters embodied the ethos, enthusiasm, and energy of the MrBeast brand as they led 10 guests at a time through three challenges in the Beast Treasury. Attendees searched the collection for hidden treasures and attempted to heist the crown jewel: a rare blue diamond owned by MrBeast himself.

We developed an interactive Heist-themed scavenger hunt for MrBeast fans to explore a treasury of MrBeast’s artifacts, compete for prizes, experience photo moments, and shop for MrBeast merchandise and Feastables chocolate. The experience combined theatrical moments, creative technology gameplay, and scenic installations for a fully immersive fan experience.

The activation was the first in-person fan experience for the Feastables and MrBeast brands and received extensive positive social promotion and media coverage and met Shopify’s targeted throughput goals.