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2017 One Show - Cross-Platform

#SquareShakes

Agency Goodby Silverstein & Partners / San Francisco + Goodby Silverstein & Partners / eLevel / San Francisco + Dwight Eschliman Photography / San Francisco + Dschwen LLC / Minneapolis

Client SONIC Drive-In
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Annual ID

OS_CP17075M

About the Work

There are over 178 million photos tagged with #food on Instagram. But fewer than 0.00001 percent of them are from SONIC Drive-In, America’s most popular drive-in restaurant. This year we decided to change all that with SONIC #SquareShakes, the first fast-food product designed to be Instagrammed. Everything from the glass to the ingredients was square—perfect for Instagram’s iconic square format. We launched #SquareShakes at Coachella and partnered with famous graphic designers to create packaging for each unique flavor. Concertgoers could order them via Instagram ads and have them delivered via geo-location. It was the first time a brand turned the social media platform itself into a restaurant.