Salt Lake City Search Engine Marketing Digital Marketing Conference September 2017 Burke Morley is the head of creative and content for Sonic and is responsible for the conceptualization, development and production of all advertising, brand content and Sonic merchandising. Morley comes to Sonic from Nike where he oversaw marketing for the Nike Training category for North America. Previously at Nike he was the head of marketing and branding for Nike Mexico in Guadalajara, Mexico. Prior to his work at Nike, Burke was the VP of brand strategy for Mood Media, the largest experience design agency in the world. Burke has also spent much of his career focused on lifestyle marketing for American Eagle and Abercrombie & Fitch and launched the Hollister brand online.

1. EARNING ATTENTION

2. TIME IS THE MOST VALUABLE
RESOURCE IN THE WORLD.

3. “HUMAN ATTENTION IS THE MOST
VALUABLE RESOURCE ON THE PLANET”
- Joe Marchese (president of FOX advertising)

4. 12 SECS 9 SECS 8 SECS
2013GOLDFISH2000
HUMAN ATTENTION SPAN
Source: GOOGLE brand evangelists & executive strategy

5. REACH WAS ONCE SCARCE
AND ATTENTION PLENTIFUL
NOW REACH IS FRAGMENTED
AND ATTENTION SCARCE
Source: GOOGLE brand evangelists & executive strategy

6. REACH CAN BE BOUGHT.
ATTENTION MUST BE EARNED.

7. HOW DO YOU EARN
ATTENTION?

8. BE FIRSTDO IT FIRST

11. VIDEO:
SQUARE SHAKES
CHEF JACQUE LA MERDE

12. TEASER POSTS LAUNCH POST

13. Instagram Carousel (Paid)
• Post Copy: Introducing #SquareShakes
—the world’s first shakes designed for
Instagram! Inspired by our delicious
Creamery Shakes. Watch the full video
in our bio.
INSTAGRAM CAROUSEL

14. INFLUENCER POSTS
@joshuanoom, 36.6K
@mikeyburton, 18.8K@jdschwen, 142K@pavlovvisuals, 38.7K
@velvetspectrum, 51.8K @willbryantplz, 58.4K

15. FLAVOR ROLL OUT

16. #SQUARESHAKES
LAUNCH @ COACHELLA

17. GEO-TARGETED “SHOP NOW” ON INSTAGRAM @ COACHELLA
ORDERED CONFIRMED DELIVERED

18. VIDEO:
SQUARE SHAKES RECAP

19. RESULTS
INSAGRAMMED BY INSTAGRAM
“THE WORLD’S FIRST PRODUCT DESIGNED FOR INSTAGRAM”

20. RESULTS
COVER OF COMM ARTS AD ANNUAL
ADWEEK BEST CREATIVE OF ’16
CANNES LION “BEST USE OF SOCIAL PLATFORM”

21. RESULTS
2 BILLION IMPRESSIONS
COST PER IMPRESSION .00005

22. CREATE A JOURNEY

24. MOVE MEXICO
3 CITY RACE SERIES
30,000 REGISTRATIONS
3 MONTH JOURNEY

25. +21 MILLION

26. BARRIO CHALLENGE

41. RUN WITH THE DEAD
TRAINING MISSION

44. 650 RUNNERS
+60% UNDER 25

45. MONTERREY 5000
GUADALAJARA 5000
MEXICO CITY 20,000
3 CITY RACE SERIES

46. VIDEO:
WE RUN MEXICO
RECAP

47. RESULTS
30,000 REGISTRATIONS IN 30 DAYS
208K KILOMETERS LOGGED IN 3 MONTHS
100% CONVERSION TO NIKE+

48. RESULTS
FB FANS FROM 300K TO 1.9M
IN 3 MONTHS
NIKE’S LARGEST AND MOST ENGAGED
RUNNING COMMUNITY IN THE WORLD

49. REACH CAN BE BOUGHT
ATTENTION MUST BE EARNED
DO IT FIRST
CREATE A JOURNEY
BLEND THE PHYSICAL & DIGITAL

50. THANK YOU