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SONIC “Luck of the Straw”
For its first national promotion, SONIC® turned to SCA Promotions to secure its budget and eliminate the possibility of paying out excessive redemptions.
Objectives:
- Offer consumers the chance to win big money in SONIC's first national promotion.
- To secure SONIC's promotional budget and eliminate the risk of over-redemption on instant win prizes.
Strategies:
- Tie in with SONIC's popular drinks by offering consumers the chance to win one dollar for every SONIC drink combination available - totaling $168,894.
- Offer consumers the chance to play 'Luck of the Straw' when they purchase a large 32 oz. or Route 44 drink or slush.
- Award a prize if a consumer reveals a straw with yellow, blue, or pink stripes (yellow wins $10 My SONIC Card, blue wins $25 My SONIC Card, and pink wins a trip for two to Las Vegas and a chance to win $168,894).
- Secure over-redemption coverage through SCA Promotions to take the risk of awarding the instant win prizes.
Results:
- 15 Las Vegas trips awarded. One finalist was randomly selected to win the cash prize.
- SCA Promotions covered the mail-in redemption of all instant win prizes – $10 and $25 My SONIC cards – totaling over $1 million.
SONIC Grand Slam Inning
For the sixth year in a row, Sonic Drive-Ins has offered customers the chance to win $25,000 cash in the “Sonic Grand Slam” if a Kansas City Royals player hits a grand slam in the sixth inning. By teaming up with the Royals radio and television networks, Sonic was able to invite even more customers to Sonic Drive-Ins for the chance to win.
Objectives:
- Leverage local sponsorship with the Kansas City Royals.
- Drive traffic into Sonic Drive-Ins in their central region.
- Increase exposure and publicity.
Strategies:
- Promote the Sonic Grand Slam on the Royals radio and television networks.
- Invite customers to Sonic Drive-Ins to pick up an entry form and mail it in.
- Draw an entry form at each Royals game and announce the winner’s name.
- Give that person two tickets to a future Royals game and free Sonic meals.
- Award the selected contestant $25,000, paid by SCA, if a Royals player hits a grand slam in the sixth inning.
Results:
- A Missouri man won the $25,000 grand prize when Royals player Matt Stairs hit a grand slam just a few weeks into the season!
- Excitement for the team and awareness of Sonic increased due to the big promotion.
- Over 7,000 customers visited Sonic and entered in the first few weeks of the promotion.
- “Having a winning promotion helps the Royals bring in more sponsorships, listeners, and viewers,” said a Royals network representative.
