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Sonic shaking up Instagram

Sonic is collaborating with Instagram to create the Sonic Square Shake.

April 12, 2016

Sonic Drive-In is collaborating with Instagram celebrity chef Jacques LaMerde and a group of Instagram design influencers to create the Sonic Square Shake inspired by Sonic''s new line of Creamery Shakes, according to a company press release. The Square Shake is made for Instagram, designed by Instagram influencers and only available for order through Instagram.

The Sonic Square Shake will be entirely square, which is ideal for photographing and sharing, complete with a square cup and a square straw. The shakes will be served on a square tray featuring square versions of the Creamery Shake ingredients, highlighting the brand's newest shake addition to its frozen beverage lineup.

Inspired by Sonic's new Creamery Shakes line, flavor profiles such as Vanilla Bean, Buttered Toffee, Dark Chocolate, Bourbon Brown Sugar, Dulce De Leche, and Wildberry & Lavender will be available exclusively through "Shop Now"-sponsored ads on Instagram to Coachella festival goers at the Base Camp festival grounds only on April 16. Through Instagram's "Shop Now" geo-targeted sponsored ads, attendees will be able to order the shakes and sample them. Samplers are encouraged to share their Square Shakes on Instagram with the hashtag #SquareShake.

"We've refocused our visual strategy and presence on Instagram, transforming popular Sonic menu items into digital artwork, which has resonated with our followers and resulted in enormous engagement," said Todd Smith, president and chief marketing officer for Sonic. "We've seen a 72 percent growth in Instagram since last September, and partnering with the social platform and @ChefJacquesLaMerde to develop the world's first shake designed for Instagram is another innovative step forward in our social presence and strategy."

For those unable to attend the festival and try a Square Shake, Sonic's shakes are available for half-price after 8 p.m. now and all summer long.