Adweek: Fox, Shake Shack partner to bring Bob’s Burgers experience to Comic-Con

Fox is taking a creative approach to celebrating the upcoming 150th episode of its hit show Bob’s Burgers at San Diego Comic-Con this week. An article in AdWeek detailed the network’s plan to team up with Shake Shack’s Mission Valley, California, location for a day-long activation where Comic-Con attendees will be immersed in the world of the animated comedy.

The activation will offer 500 fans a free, exclusive “Burger of the Day,” playing on a long-running joke over the show’s eight-season history. Several members of the show’s voice cast will be in attendance for the event.

“Given the show’s name and the running ‘Burger of the Day’ gag, it was kind of a no-brainer to seek out a partner in the burger space, and Shake Shack was the perfect fit,” said Shannon Ryan, chief marketing officer of Fox Television Group. “We’re two brands that are bold and like to mix things up a bit. And with Shake Shack opening a new location in proximity to the Comic-Con craziness, we all realized that this was a win-win for both companies."