The deconstructed shakes, crafted by chef Christine Flynn, were developed to promote the chain’s new line of Creamery shakes, which Sonic rolled out last month.
For one day only, Coachella attendees can order one of the square shakes for instant delivery on-site at the festival. The only cost to them? Posting a photo of the shake to their Instagram accounts.
“We wanted to be the first brand, and especially the first food brand, to have a product that was designed for Instagram, offer it exclusively for sale on Instagram, and then deliver that product within minutes of your order on Instagram,” Todd Smith, Sonic’s president and chief marketing officer, told AdWeek. “We’re using the platform to really drive the quality story [of these shakes] in a different way.”
Sonic isn’t the first chain to go after younger customers with creative approaches to social media. Wendy’s recent revamp efforts largely hinged on a social media redux, and Chili’s last year changed its plating practices to ensure customers would capture better social media photos.
Read the full story (with images) via AdWeek.