SONIC Drive-In #SquareShakes

  • SONIC Drive-In #SquareShakes

    Case Study: SONIC Drive-In #SquareShakes

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    Insight:

    There are over 178 million photos tagged with #food on Instagram. But fewer than 0.00001% of these photos feature food from SONIC Drive-In— America’s most popular drive-in restaurant. To make matters worse for SONIC, eight out of the 10 brands with the most Instagram followers are their direct competitors—other fast-food restaurants. 

    Idea:

    We created the world’s first product designed to be Instagrammed: SONIC #SquareShakes.   
    Everything from the glass each shake was served in to the shake’s ingredients to the cherry on top was square—perfect for Instagram’s iconic square format. The top of each shake was styled by Instagram-famous chef Jacques La Merde to look beautiful when photographed from above.

    Then, to capture the attention of our design-conscious Millennial audience, we recruited six Instagram-famous designers to design the packaging and hijacked Coachella, the most Instagrammed music festival in the world. 

    Ordering and Delivery:

    On launch day geo-fenced Instagram ads appeared on the feeds of festivalgoers in the Coachella area, inviting them to order a #SquareShake by pressing a Shop Now button. 
    This linked to a mobile site, where, with the help of GPS, each user shared their location along with their name and a description of their outfit. This allowed us to deliver each shake minutes after receiving an order. 

    Results:

    Out of the shakes served, 78% resulted in an Instagram post from customers. Over 650,000,000 impressions were earned. The campaign exceeded benchmark engagement rates on Instagram by 172%. It was so Instagrammable that even Instagram Instagrammed it. 
    And despite a media and production spend of just $150,000, our campaign achieved an unprecedented cost per reach for SONIC of just 0.0002 cents. 

    The campaign earned global media coverage in all the places our design-conscious Millennial audience cares about: VICE, BuzzFeed, MSN, Fortune, Bon Appétit, Fast Company, Food & Wine, Adweek, POPSUGAR, Delish, Seventeen and PSFK, to name a few. #SquareShakes became a trending topic on BuzzFeed. The conversation around #SquareShakes has been 100% positive on social media, with SONIC praised by designers, foodies and hipsters alike. 

    But the most delicious part? #SquareShakes helped SONIC achieve one of the most successful product launches through PR and social (Creamery Shakes) in the company’s 57-year history.

  • SONIC Drive-In #SquareShakes
    2 of 3
    Prev Next

    Insight:

    There are over 178 million photos tagged with #food on Instagram. But fewer than 0.00001% of these photos feature food from SONIC Drive-In— America’s most popular drive-in restaurant. To make matters worse for SONIC, eight out of the 10 brands with the most Instagram followers are their direct competitors—other fast-food restaurants.  

    Idea:

    We created the world’s first product designed to be Instagrammed: SONIC #SquareShakes.    
    Everything from the glass each shake was served in to the shake’s ingredients to the cherry on top was square—perfect for Instagram’s iconic square format. The top of each shake was styled by Instagram-famous chef Jacques La Merde to look beautiful when photographed from above.

    Then, to capture the attention of our design-conscious Millennial audience, we recruited six Instagram-famous designers to design the packaging and hijacked Coachella, the most Instagrammed music festival in the world.  

    Ordering and Delivery:

    On launch day geo-fenced Instagram ads appeared on the feeds of festivalgoers in the Coachella area, inviting them to order a #SquareShake by pressing a Shop Now button.  
    This linked to a mobile site, where, with the help of GPS, each user shared their location along with their name and a description of their outfit. This allowed us to deliver each shake minutes after receiving an order.  

    Results:

    Out of the shakes served, 78% resulted in an Instagram post from customers. Over 650,000,000 impressions were earned. The campaign exceeded benchmark engagement rates on Instagram by 172%. It was so Instagrammable that even Instagram Instagrammed it.  
    And despite a media and production spend of just $150,000, our campaign achieved an unprecedented cost per reach for SONIC of just 0.0002 cents.  

    The campaign earned global media coverage in all the places our design-conscious Millennial audience cares about: VICE, BuzzFeed, MSN, Fortune, Bon Appétit, Fast Company, Food & Wine, Adweek, POPSUGAR, Delish, Seventeen and PSFK, to name a few. #SquareShakes became a trending topic on BuzzFeed. The conversation around #SquareShakes has been 100% positive on social media, with SONIC praised by designers, foodies and hipsters alike.  

    But the most delicious part? #SquareShakes helped SONIC achieve one of the most successful product launches through PR and social (Creamery Shakes) in the company’s 57-year history.

  • SONIC Drive-In #SquareShakes
    3 of 3
    Prev Next

    Insight:

    There are over 178 million photos tagged with #food on Instagram. But fewer than 0.00001% of these photos feature food from SONIC Drive-In— America’s most popular drive-in restaurant. To make matters worse for SONIC, eight out of the 10 brands with the most Instagram followers are their direct competitors—other fast-food restaurants.  

    Idea:

    We created the world’s first product designed to be Instagrammed: SONIC #SquareShakes.    
    Everything from the glass each shake was served in to the shake’s ingredients to the cherry on top was square—perfect for Instagram’s iconic square format. The top of each shake was styled by Instagram-famous chef Jacques La Merde to look beautiful when photographed from above.

    Then, to capture the attention of our design-conscious Millennial audience, we recruited six Instagram-famous designers to design the packaging and hijacked Coachella, the most Instagrammed music festival in the world.  

    Ordering and Delivery:

    On launch day geo-fenced Instagram ads appeared on the feeds of festivalgoers in the Coachella area, inviting them to order a #SquareShake by pressing a Shop Now button.  
    This linked to a mobile site, where, with the help of GPS, each user shared their location along with their name and a description of their outfit. This allowed us to deliver each shake minutes after receiving an order.  

    Results:

    Out of the shakes served, 78% resulted in an Instagram post from customers. Over 650,000,000 impressions were earned. The campaign exceeded benchmark engagement rates on Instagram by 172%. It was so Instagrammable that even Instagram Instagrammed it.  
    And despite a media and production spend of just $150,000, our campaign achieved an unprecedented cost per reach for SONIC of just 0.0002 cents.  

    The campaign earned global media coverage in all the places our design-conscious Millennial audience cares about: VICE, BuzzFeed, MSN, Fortune, Bon Appétit, Fast Company, Food & Wine, Adweek, POPSUGAR, Delish, Seventeen and PSFK, to name a few. #SquareShakes became a trending topic on BuzzFeed. The conversation around #SquareShakes has been 100% positive on social media, with SONIC praised by designers, foodies and hipsters alike.  

    But the most delicious part? #SquareShakes helped SONIC achieve one of the most successful product launches through PR and social (Creamery Shakes) in the company’s 57-year history.