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SONIC BLOCK PARTY

AT COACHELLA MUSIC FESTIVAL

// CHALLENGE

Create a fun and interactive way to debut the new Red Bull Slush Drink and Oreo Cookie Ice Cream Sandwich at Sonic Drive-In.

// SOLUTION

Allied Experiential designed and produced the Sonic Block Party, a multi-market food truck tour that allowed guests to enjoy Sonic menu items in a party atmosphere.

// EXECUTION

The tour kicked off at the Moschino Desert Party in Indio, California, The Sonic Food Truck parked in the backyard of an estate located just minutes from the Coachella Music Festival. Celebrities and influencers, including Jeremy Scott and Blacc Chyna, made appearances at the annual Desert party and rapper Saweetie performed on the main stage. Guests were offered a robust extended menu which included a Bacon Cheeseburger, Veggie Burger and Tater Tots to enjoy with their Red Bull® Slush and OREO/Chocolate Chip Cookie Sandwich. The custom-designed splashy food truck boasted a retro-themed exterior set and lounge, hailing thousands of party-goers to snap selfies while enjoying the tasty treats.

// RESULTS

From opening to closing of each event, there were consistent lines of people for the Red Bull Slush Drink and ice cream sandwiches. At the end of the tour, 3.4K guests were served. Tour promotion garnered 205MM+ media impressions and 78K social engagements.

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