SONIC Drive-in #SquareShakes – A Social-First Activation

☝️We created the first product specifically designed for + sold on Instagram.
Neat!

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People are obsessed with capturing the world on Instagram, so we thought, "…what if we manipulated the real world to fit on Instagram?"

And thus, the SONIC #SquareShake was born.

Through a partnership with SONIC Drive-in and Instagram celebrity @ChefJacquesLaMerde, we created the world’s first product designed specifically for and sold on Instagram.

 

Sonic Drive-in: #SquareShakes Case Study

 

  • The SONIC Square Shake is entirely square, perfect for photographing and sharing, complete with a square cup and a square straw, and available only through Instagram itself.

  • We were among the first brands to use Shop Now, Discover, and Geo-Location features in the app.

  • 1 day of sales. Over 650 million impressions. With 78% of sales leading to an Instagram post.

 
 

I loved this one because it’s truly a social-first activation. We were able to do something completely new, all in service of making making a simple milkshake exiting, fun, memorable, and worth sharing. Yum!

Coverage included: Fortune, Business Insider, Fast Company, AdWeek, PopSugar, Vice, Delish, BuzzFeed + more.
It also won a few awards: Cannes Lions: 1x Bronze, 3x Shortlists. Andys: Silver, Bronze. Facebook Awards: Gold, ‘Best Use Of Platform’

 
 

Creative Credits:
CDs: Jon Wolanske + Margaret Johnson
Creatives: Laura Petruccelli + Tristan Graham + Rohan Cooke