Sonic Shows Off its Digital Prowess at Conference - Event Marketer

Sonic Shows Off its Digital Prowess at Conference

DB_Silver_Sonic_2014 Ex
Brand: SONIC
Agency: GO WEST CREATIVE GROUP
Awards: EX AWARDS — BEST PRODUCTION OF AN EVENT (B-TO-B)
Year: 2014

To grow a franchise-based business, individual restaurant owners must understand corporate plans, trust in the corporation’s future and management and want to grow their part of that restaurant’s market. Sonic’s leadership team has but one annual opportunity to speak to all of its franchisees at the same time, one opportunity to discuss corporate plans, discuss new menus, territories and business concepts. The Sonic “Transformation” conference in San Diego was that annual moment.

With the theme “Transform,” what better unofficial mascot of the convention than a robot inspired by the “Transformer” series of films. “Boomer,” as the 50-square-foot robot powerhouse was called, was a digital fixture at the conference and a crowd favorite. Besides Boomer, dozens of digital media pieces lent an air of digital prowess to the event. A five-channel, five-screen video format played dozens of videos on a stage inspired by the distinctive architecture and red, yellow and blue colors of the drive-ins. The first general session kicked off with the house band “Sonic Boom” and Grammy Award winner Ray Parker, Jr. Beat poet Steve Connell set the tone on opening night with a smart and inspirational message as Sonic set out to motivate, educate, recognize and entertain the crowd. Throughout the conference, attendees earned points toward a truly “Sonic” prize, a custom-designed motorcycle created by Orange County Choppers.

Results were ultra-sonic: General session presentations outranked free time in San Diego in popularity and approval ratings for speakers were well over 90 percent; 87 percent understood the need for Sonic to change and transform.

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