Shopify asked us to bring the buzz of American Youtuber MrBeast to life in NYC and create the debut in-person activation for his Feastables candy brand. As part of the YouTube sensation's ongoing partnership with Shopify, we were tasked with delivering a pop-up fan experience that generated engagement and attendee co-creation amongst MrBeast lovers, and a wave of hype across social media and press.

To fully immerse fans in the world of MrBeast, we created the MrBeast x Shopify HEIST, a chance for audiences to step into the YouTuber’s “personal collection” for a high-octane scavenger hunt for MrBeast’s priceless blue diamond.

In an immersive environment adorned with interactive technology, a diamond-filled foam pit, theatrical lighting and heist-inspired music, the experience took place at The Beast Treasury, an underground, members-only space hosted within Shopify’s retail space in Soho, NYC. Through a series of high-stakes team and individual challenges, fans were invited to search through an exclusive collection of goods curated by The Collector, MrBeast himself. 

Inspired by MrBeast’s iconic videos, 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. 

After the Heist, guests landed at a unique branded ‘mugshot’ photo moment before being guided to the Heist Cafe where they claimed a free Feastables treat. The experience wrapped up with fans perusing a branded pop-up retail experience, complete with a claw machine, and packed full of merch from Feastables & MrBeast. 

The day before the event opened, select influencers were invited to preview the experience, generating organic content and a wave of anticipation across social audiences.