The Web Marketing Association is proud to present this 2018 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Restaurant Rich Media Online Ad
Last summer, Sonic restaurants sought to highlight a promotion whereby shakes and ice cream slushes were available at half price after 8 PM. As a result, Sonic reached out to FOX and true[X]'s Ad Studio for an interactive solution to drive awareness of the deal.
Knowing that the key to this campaign was driving awareness for the 8PM deal, we created an experience that would react to when a user was exposed to the ad – down to the very second.
Our unit showcases a countdown clock to 8PM. Those who are exposed to the ad at 4PM see a four-hour countdown. Those who see it at 10:15 AM see a nine-hour and 45-minute countdown. In other words – our interactive canvas actually reacts to the specific context of when a viewer sees the ad.
We paired this countdown clock with an recommendation quiz to help users determine which product (and flavor) represented their perfect summertime treat from Sonic. At the end of the unit, users could click out to a store locator.
Starting from the beginning of the experience, users 1) were made aware of the 8PM deal, 2) found out their ideal product and flavor, and 3) discovered their nearest location. In other words, we made it easy to say “yes!” to half-price summer treats from Sonic.
This experience saw a 108% lift in Ad Recall, a 14% lift in Appeal, and a 17% life in Purchase Intent. This unit also drove 91% VCR, 6.6% CTR, and 50 seconds TIme Spent.
Contributors:
| Director, Creative Strategy: | Brian Cullen |
| Sr. Art Director: | Cara Albanese |
| Digital Account Manager: | Despina Petridis |
| Digital Content Manager: | David Patt |
| Sr. Director, Brand Content: | Burke Morley |
| Vice President, Media: | Ralph Heim |
| Sr. Director, Media: | Tamara Stanley |
| Digital Media Manager: | Beth Meier |
TRUE[X] / FOX
Location: United States