News

Sonic announcing 'Mystery Disappearing Slush' this week only on social media

August 20, 2014

This week, Sonic Drive-In is using social media channels only to announce a secret "Mystery Disappearing Slush" flavor that will only be available this Thursday, August 21, to guests who know how to ask, the drive-in chain announced. The flavor of the Slush will remain a secret until consumers place their order on-lot, although Sonic said it will offer hints on social media leading up to the product release.

News of the LTO will come only on social media channels, including Facebook, Twitter, Tumblr and the chain's newly launched Snapchat, "because just like a snap disappears, so will this Slush," the company said in its announcement. This campaign is the first for Sonic on SnapChat, and will feature popular social media celebrities such as Christian Leonard and Shonduras who match the "youthful and adventurous nature of the brand," Sonic said.

This summer, both Shakes and Slushes were available at Sonic in 25 flavors each, and recent NPD CREST data shows that Sonic has taken the lead in both shake and slush sales among top competitors in the QSR space, according to the announcement.