The SONIC Drive-In Range
at Bonnaroo
The Challenge:
The brief to us was to prove the value of live experiential as a marketing channel that can increase awareness of the brand among Gen Z consumers, fuel Sonic brand love and encourage future purchases.
The Idea:
The SONIC Drive-In Range was a simple idea: a joyful escape at Bonnaroo where festivalgoers’ cravings for refreshments, fun and social sharing would be satisfied.
The Execution:
We provided almost 14,000 Roovians with a refreshing escape from the festival each day, where they chilled out playing a round on SONIC’s miniature golf course with holes inspired by a rock concert and a SONIC Slush machine.
Roovians also got to sip on exclusive SONIC Slush flavors developed just for Bonnaroo. Each day of the festival, SONIC introduced one of four exclusive flavors inspired by the festival vibes, including the Dragon Candy Slush, the Bonnaroo Blazin Citrus Slush, the Bonnarmelon Punch Slush, and the Grooveberry Lemonade Slush.
Those who successfully showcased their putting skills at the SONIC Drive-In range scored awesome SONIC prizes like SONIC cooling towels and festival-ready sunglasses.
RESULTS
14k visitors
3.1K Mini golf participants
13.9K Mini slush samples distributed
2.3M TikTok video views with 219K engagements
