Sonic recently launched promotional campaign that uses the well known square photo format of Instagram images as their sole inspiration.
To build awareness for their new menu item Creamery shakes, they’ve transformed their entire shake lineup to be square. From the glassware to the ingredients. The leveraged Instagram food celeb and designers to create the final products. It will also exclusively be available during the Cochella music and arts festival. Consumers can find these poppy images and use the Shop Now feature to order on the spot and it will be delivered directly to them via geo location overlay. The exclusive promotion is accompanied by an microsite and video push also. The execution creatively reaches its younger target consumer within the playing field they are in and shows how a brand can truly leverage a social platform to it’s fullest.