THE MISSION

THE MISSION

- This Is How We Sonic -

"The mission of Sonic is to deliver a positive experience with consistent service.

Whether you have been a customer for sixty years or sixty seconds, we promise to provide

an atmosphere of American-style tradition that will stay true throughout the country and throughout the years. This is how we Sonic."

CURRENT SITUATION

CURRENT SITUATIONSonic caters to the eat-in-your-car

customer, typically middle-class families on the go. Service is their #1 focus in

everything they do: their menu choices, the car-hop experience, and the accessibility they provide. They have a loyal fan base and sixty years of history as "America's

Drive-In" to keep them going.

CURRENT SITUATION

BUT...

CURRENT SITUATION

#1 COMPETITION

#2INABILITY TO DIFFERENTIATE MENU

CURRENT SITUATION

#3LACK OF GLOBAL PRESENCE

CURRENT SITUATION

NEW STRATEGY

NEW STRATEGY

To appeal to the demographic that is always on the go, but because of their wanderlust, not because of their busy schedules, by offering them the chance to explore our menu while

they explore the roads.

OUR FOCUS

OUR FOCUSThe explorer spirit.

We are focusing on the spirit because whether they are already

exploring or have yet to set off, their minds are same in the fact

that they are both consumed with the thought of new adventures:

big and small.

Road Trips.Cars are already such an integral part of the Sonic brand promise

and experience that we are going to extend our reach to also being an integral part of whatever trip

they are on in their car that leads them our way.

ONE TARGET, TWO SIDES

The seasoned explorer

The explorerin-training

The seasoned explorer

23-29 year olds cover our explorer veterans.

These people are free-spirited, road warriors who know the ins and outs of the interstate like the back of their hands.

They are always moving forward, while never losing their sense of self and their

sense of nostalgia.

MEET OUR TARGET

MEET OUR TARGET

The explorerin-training

15-22 year olds represent the in-training explorer.

Typically, they are finishing up high school or college, still

financially dependent on Mom & Dad, and their spontaneous trips lead them to concerts,

the mall, or a late night run to get milkshakes.

They are looking to make memories.

FOR THE EXPLORER…Whether you’re 10 miles away or 1,000,

Sitting in your driveway or cruising the highway,Gearing up for that trip of a lifetime

or already on your third,There’s never a wrong place to start your adventure

and never a good place to end. We say, your journey never has to end.

Explore the roads.Explore yourself.EXPLORE SONIC.

MANIFESTO

THE CAMPAIGN

TASTE OF AMERICA

THE CAMPAIGNFirst, we’ll be breaking up

our Sonic locations into six regions:SOUTH

MIDWESTWEST

SOUTHWESTMIDATLANTIC

NEW ENGLAND

THE CAMPAIGNIn those six regions, we will be releasing a specialty menu item representing just ONE of the states in the region, but available for purchase at all of the Sonic

locations in that region.

This ensures that the explorer-in-training and the seasoned explorer both get the chance to try a “Taste

of America,” whether they are passing through the state or want the state brought to them.

BILLBOARDS

SOUTHWEST

MID-WEST

NEW ENGLAND

SOUTH

WEST

MID-ATLANTIC

SOCIAL MEDIA

SOCIAL MEDIA While the billboards will hit many of the explorers

across America, we still need to reach the explorer

who may not pass billboards on their average route

home from class or work.

We’ll start releasing more information via Twitter and Facebook posts about the “Taste of America”

campaign so those who may not be setting off just yet still know they are going to play as big of a role in this

campaign as the roadrunners.

SOCIAL MEDIA

SOCIAL MEDIA

“TASTE OF AMERICA”

APP FEATURE

We understand that the “Taste of America” campaign alone may not be able to intersect

these two seemingly different types of explorers, so our new product will be an

added feature on the SONIC app where both sides of our target will be able to fully

experience “Taste of America.”

SONIC APP

One of the exclusive features in “Taste of America” will be a GPS feature that will track how many miles you are travelling while in

the car and when a certain amount of miles are reached, the app users will be able to

redeem an award.

This feature will strengthen the explorers in motion’s loyalty to

take Sonic on the road with them.

For the explorer’s who

can’t go too far, we

will give them the

opportunity to vote

for the next state dish

to represent their

region, but to

discourage the same

state from being

selected over and

over, we will have

three pre-selected

choices for app users

to choose from.

If people want the opportunity to show

off their home state - they’ll have the

opportunity with the camera function

on the app. They will be able to share

pictures of their trips, Sonic food,

whatever they are exploring to

Facebook, Twitter, and Instagram using

the hashtags #exploresonic and

#tasteofamerica

By appealing to the veteran explorer’s need to go to new places and try new things and

appealing to the explorer who hasn’t had the chance to explore yet’s desire to make

adventures and memories where they are, this campaign and new app feature will allow

both to explore Sonic and the country in a new and exciting way.