Sonic Drive-In | Mystery Disappearing Slush

The Challenge

Sonic tasked us with driving hype around their Mystery Disappearing Slush - a slush available on lot for only 24 hours - and advertised only on social. The flavor (peach ring) would not be revealed until consumers asked for it on lot. 

 

The Creative

I helped concept and pitch an animated film and dozens of gifs about where the Mystery Slush came from. All leaned into Sonic's trademark goofy humor, appealing to our adventurous, curious fanbase.   

 

To push people to lot in every state offering the deal, I created a snapchat story and wrote fake facts about each state, encouraging people to screenshot theirs and share it on lot for a discount. Examples:

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• Iowa's flag has a hidden strawberry cheesecake shake on it

• Maryland phones have a tot emoji 

• New Jersey has a rare flower that smells like a cheeseburger

• North Dakota is home to Professor Turtle Pecan, inventor of the Master Blast

• Oregon's first mayor had fingers made of fries

• Tennessee's state anthem uses the word "mints" 47 times

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The Results

Advertised only through social and word of mouth, Sonic sold a combined total of over 150k Mystery Disappearing Slushes across locations. We had 8k Snapchat screenshots. We also used the opportunity to launch the brand on Giphy to positive results. 

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