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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.

A colorful festival scene with a large red mouth and tongue sculpture, person waiting in line, and signs reading 'SONIC' and 'CHECK-IN' at an outdoor area with trees and tipi tents.
People gathered at an outdoor event with a large blue and red Sonic the Hedgehog sign and a carnival-like booth titled 'Sonic' under a partly cloudy sky.
Nighttime scene at a golf practice area with a red carpet, a bright illuminated Soulic signage, and people playing mini-golf under colorful lights.
Neon sign of lips with tongue sticking out at night, surrounded by people at an outdoor event.
A red background with a light blue garment with red writing, an orange cup with slush and blue tapioca pearls, a pair of sunglasses with pink lenses, and a sticker sheet with Sonic the Hedgehog logos.
Group of people posing for a photo at an outdoor event during the evening, with a decorative setup featuring a large red lips display and neon signs, illuminated by colorful lighting.

RESULTS
14k visitors
3.1K Mini golf participants
13.9K Mini slush samples distributed
2.3M TikTok video views with 219K engagements

Two people standing in front of a large lips and tongue sculpture at an outdoor event. The background shows a crowd of people, a booth, and signs for Sonic.
A young woman standing with arms raised in front of a large illuminated lips and tongue display at a Sonic-themed event, with a crowd of people in the background.
A smiling woman in colorful patterned clothing and sunglasses making a peace sign in front of a large cartoonish lipstick sign at an outdoor event with many people in the background.
A young woman and young man are standing together in front of a large red lips sculpture at an outdoor event. The woman is wearing a red crop top with a cartoon character print, denim shorts, and sandals, while the man is shirtless, wearing red shorts with a similar cartoon character print, glasses, and sneakers. They are both sticking out their tongues and smiling.