Univeristy of Oklahoma Intro to Advertising campaign book for Sonic Drive-In.

2. TABLEOFCONTENTS
AboutSevenWonders••••••••2
SituationAnalysis•••••••••3
ExecutiveSummary•••••••••4
SWOTAnalysis••••••••••5-6
CompetitiveAnalysis••••••••7
DemographicProfile•••••••••9
TargetAudience•••••••••10
CampaignObjectives••••••••11
ConsumerInsight•••••••••12
CreativeBrief•••••••••••13-14
Budget••••••••••••••14
Executions••••••••••••
Internet/Guerilla•••••••••15
FranchiseExpansionandLocation•••16
SpecialPromotion••••••••17-18
TVSpots•••••••••••19-20
ApplicationMedia•••••••••21
PrintMedia••••••••••22
PublicRelations•••••••••23
1

3. TheSevenWonders
BriannaEdwards
AssistantCD
Dallas,TXPublicRelaitonsMajor
PeytonBenge
CopyWriter
Yukon,OKAdvertisingMajor
BrookePettibon
AccountPlanner
Dallas,TXAdvertisingmajor
ChadBlair
MediaDirector
Dallas,TXAdvertising/MarketingMajor
2
AlexaWageman
CreativeDirector
SanAntonio,TXMarketingMajor
GabbyCobio
ResearchAssistant
Dallas,TXMarketingMajor
ScottJones
AccountManager
Austin,TXMarketingMajor

4. TheconsumermarketofSonicischangingina
fewways.Thefirstchangeisthedeclineinthe
“babyboomer”generation.Asthisgeneration
beginstoshrinkinpresenceinthemarket,themillen-
nialgenerationwillsoonhaveapopulation
of75.3millionandwillsurpassthe74.9million
boomers.Thiswillestablishthemillennialgenerationas
thelathelargestlivingagedemographicinthemarket.
ThelargestconsumermarketsatSoniccurrentlyare
womenwhoholdpositionsinsales.Thesewomenaretypi-
callybetweentheageof25-34,possessaHHIof
$75,000-$149,999,andaretypicallyeatingatSonicbe-
causetheyareseekingaquickmealafterwork.However
theagerangeof18-24isalsocloseinmarketsharefor
Sonicʼsconsumersandshouldbeconsideredwhentarget
ingdesiredmarkets.
Sonicʼsconsumershavemanyoptionsinthefastfoodin-
dustrytochoosefromwhendecidingonhowtosatisfytheir
needs.Thefastfoodindustrycontainsalargenumberof
competitors,butnotallfastfoodrestaurantsaredirectlyin
competitionwithSonic.Therearefastfoodrestaurantsthat
fallintothe“Mexican”and“chicken-based”fastfoodcate-
gories,whileSonicfallsintothe“burger-based”category.3
SituationAnalysis

5. AlthoughSonicdoesnʼtpossessalargeportionofthefast
foodmarketshare,itisbecomingatoughcompetitorbe-
causeofthevarietyitoffersthatnootherrestaurantinits
classoffers.RestaurantslikeMcDonaldʼsandBurgerKing
possessmanymorestorelocations,butlackvariety.Local
restaurantBraumʼsisnʼtconsideredathreatinthemarket
share,butisknownforitsqualityfoodandin-storegrocery
mamarts.
4
Sonicisa“burgerbased”fastfoodchaininahighly
competitivemarket.Althoughitscompetitorsholdalarge
shareofthemarket,Sonicisarisingcompetitorwitha
largesetofuniquestrengths.Sonicʼscorestrengthisthe
varietyitofferstoitscustomers.
Unlikeitscompetitors,Sonicoffersoveronemilliondif-
ferentdrinkcombinations.Theyhavemoreformsof
drinksthananyothercompetitor,rangingfromsoft
drinks,slushes,shakes,toenergydrinks;allofferedina
widerangeofcustomizableflavors.Alongwithitsvariety
ofdrinkforms,Sonicalsooffersalargenumberoffood
itemsthatcatertoawidevarietyoftastesincludingbreak-
fastfoods,manychickenbaseditems,anddifferentstyle
hotdogsor“coneys”.
Sonicʼscoreconsumeristypicallyawomanfromtheage
25-34whoworksatasalespositionandearns
$75,000-$149,999.Withthe“Millennial”population
quicklyrisingandthe“Baby-Boomer”populationdeclin-
ing,Sonicanditscompetitorsarefacingachangeincon-
sumergroupsandSonicisconsideringexpandingitsaudi-
encetotheyoungeragegroup.

6. -Drive-inatmosphere
-quick&friendlyservice
-happy-hour
-uniquedrinkoptions
-drive-thrucompatible
-la-largevarietyofmeal
options
-+3,500locationsin44
states
-individuallocationsbetter
suitedforwarmer
climates
-largeareaneededto
buildalocation
-notalllocationsopen24
hours
-smallernumberof-smallernumberof
locationsthanmajor

7. -availablemarket
expansion
-franchisegrowth
-largemenuallowsfor
newandinnovativefood
options
-competitorshaveaninternational
presence
-competitorscontainmore
locationsnationally
-consumerisbecomingmore
healthconscious
-d-drive-inplatformlimitsexpansion
north

8. -Over13,000locations
-Offerssignaturemenu
itemslike“ChickenFries”
and“Icees”
-Lacksvariety
-Over35,000locations
-Offersall-daybreakfast
-Limitsthenumberofbreakfast
itemsofferedafterthe
traditional“breakfastperiod”
-Over750locations
-Open24hours,7daysa
week
-Doesnʼtcontainnearas
manylocationsasits
competition
7
Sonicʼscurrentstatusasapopularfastfoodchainisincreasing
instrength.Soniccurrentlypossesses3,518locationsandsellsa
varietyoffoodproducts.Sonicʼscurrentproductsaremany
differenttypesoffoodsanddrinks.Itsfoodproductsvaryfroma
largeselectionofburgermeals,uniquesideitems,snack
options,andalargerangeofmealitemslike“Coneys”and
chickenbasedoptions.Sonicoffersalargevarietyofdrink
prproductslikeslushes,softdrinks,shakes,andrecentlyaddedto
themenu:customizableenergydrinks(theygiveyoutheoption
toaddenergyshotstoyourfavoriteflavoreddrink).Sonicalso
offersitsentiremenuduringallhoursofservice.
Sonicexpectstoseeagrowthinitsyoungeraudienceasthe
baby-boomergenerationisdwindlingandpossiblyageographic
expansiontomoreNorthernstates.ThenewstartegiesSeven
Wondersʼpossessareaimedatreachingayoungeraudienceand
expandinginfluenceintotheNorth.TheexpansiontotheNorthis
slowlyincreasingbutisalsofacingcurrentproblemswithweather
conditionsbeingtoocoldfordrive-inrestaurantsbeingableto
opeoperateyear-round.
Sonicfacesmanycompetitorsinthe“burger-based”market.Here
arejustafew:
CompetitiveAnalysis

9. 8

10. She’s26yearsold,marriedandhasworkedinasalesposition
forthreeyears.Manythingsarechangingforandherhusband.
Thetwoplanonbuyinganewhousewithanextraroomin
hopestostartafamilysoon.Somedaysherandherhusband
aretootiredfromworktocookandwantsomethingquick,af-
fordable,andsatisfying.Recently,she’shadchangingtastesbut
fewfastfoodrestaurantspossessthevarietyshecraves.She’s
inteinterestedinfindinganewfastfoodrestaurantthatsatisfiesthe
varietyofherspecifictastes,butshedoesn’twantthe“quanti-
ty”ofitemsonthemenutolowerthe“quality”ofthemealor
drinksheorders.
MEETHANNAH.
DemographicProfile
9
Gender:Female
Education:GraduatedCollege
Age:25-34
HHI:75,000-149,999
MaritalStatus:Marriedwithchildren
Occupation:Sales

11. MeetDavid.He’s20yearsoldandsingle.He
currentlyisenrolledincollegeandworkingapart
timejob.Davidhasabusyscheduleandrarely
getstoleavecampus.He’ssearchingforaquick
snackanddrinkbutdoesn’twanttosettlefor
somethinglowinquality.
10
MEETDAVID.
TargetAudienceProfile
Gender:Male
Education:SomeCollege
Age:18-24
HHI:$0-$29,999
MaritalStatus:Single
Occupation:Student

12. Sonicintendstofurther
itsreachintothismarket
throughmarket-targeted
advertisingwhilealso
bringingitselfcloser
physicallytoits
customers.
Tactics
Strategy
SevenWonderswilluse
avarietyofTVspots,
printadsand
internet-centeredguerilla
tacticstoreachthisnew
audience.Alongwith
thiswewilladviseSonic
toconsidertoconsiderthreenew
expansionsfortheir
franchiseandpartner
withothercompaniesto
expandSonicʼsinfluence
onitsdesiredmarkets.
11
Objective
Ourobjectiveisto
expandSonicʼsreachinto
ayoungermarketandto
createacloseand
consistentrelationship
withthisquickly
expandinggroup.
CampaignGoals

13. WhenSevenWondersfirstapproachedthiscampaign,wewantedtofully
understandourcurrentaudienceandhopefullydiscoveranewmarkettoexpand
into.Withthisinmind,SevenWondersfoundnewtargetmarketsanddesignedtwo
surveystotesttheopinionsanddesiresofthisyoungermarket.Alongwiththese
surveys,SevenWondersalsoconductedasurveyaskingfortheopinionsofayouth
market.
Thetwosurveysconductedforthe18-24yearsoldaudiencewereinitiallyaimed
atdiscoveringconsumerinsightsaboutdrinkoptions.Throughoursurveyswefound
thatthismarketisnʼthighlyinterestedinpurchasingenergydrinksor“shots”atfast
foodrestaurants.However,thissamegroupofpeopleconcludedthattheydrink
coffeedailyandafairamountofthemconsiderbuyingcoffeeatfastfood
restaurants.
Ourothersurvey,whichwasconductedoverarangeof68childrenfromages
5-12,wasconductedtoidentifywhetherchildrenwouldprefertohavechicken
stripsorchickennuggets.OnethingthatmakesSonicuniqueincomparisontoits
competitorsisthatSonicserveschickenstripsinsteadofchickennuggets.Thisbeing
considered,SevenWonderssoughttouncoverwhetherchildrenhadapreference
betweenthetwoandinthissurveywefoundthatthestudentswereindifferent,with
a4percentedgebelongingtochickenstrips. 12

14. WhenSevenWondersfirststartedthiscampaign,wewantedtoidentifyanewmarketthatSonic
couldexpanditsinfluenceinto.The18-24demographicwasthemostrealisticandviableoption
foraSonicexpansionandbecauseofthisSevenWondersbeganworking.
ThisThistargetmarketisadifficultmarkettoreach,becausetherearemanypeoplewhowork,attend
schoolorboth.Atfirstouragencysoughttocapitalizeonthismarketbyincreasingthe
implementationofSonicʼs“energyshots”butourresearchconcludedthatthiswouldbea
mistake.Furtherresearchonthisgroupeventuallysolidifiedthedirectionofthiscampaign.
ThisnThisnewdirectionwastosolidifySonicʼsbrandintothemindsofthisyoungmillennialmarket.
SevenWonderʼswillaccomplishthiswithacombinationofTVspots,sponsorships,franchise
expansions,guerrillatacticsandprintadvertisements.
TheThefirststeptoreachingthisnewtargetmarketisthroughnewfranchiseexpansions.Thefirst
expansionwillbethe“SonicDrink&SnackStop.”The“SonicDrink&SnackStop”
willbeacollegecampus/mallexpansionofSonicthatwillcontainasmallermenuthatcontains
thelargevarietyofsnacksanddrinksthatSonichastooffer.Sonicwillopentwodrinkandsnack
stoplocations:oneonacampusandoneinamall.Afterayearofdata,Soniccandecidewhether
tocontinuewiththisexpansion.
AlongwiththisAlongwiththisexpansion,Sonicwillalsobeaddingtwonewitemstothemenu:“TheSnack
Pack”andcoffeebaseditems.“TheSnackPack”willgiveconsumerstheoptiontobuya
selectionof4differentsnackitemsonSonicʼsmenuforfivedollars.Thisnewitemwilltarget
studentsoremployeeswhoworkingroupsbutalsodesiretohaveasnackwhileworking.“The
SnackPack”willalsobeservedatbothlocalSonicʼsandthenewstoreexpansionsites.Alongwith
theSnackPack,Sonicwillbeaddinganewlineofcoffeeproductslike:lattes,icedcoffeeand
regularcoffee.Researchsuggestedthatamajorityofourtargetaudienceconsumescoffeedaily
andthattheseandthattheseweretheirpreferredcoffeeitems.

15. 55%
($20,900,00)
TVMedia
25%
(9,500,000)
Franchise
Expansions/PR
1%
($380,000)
Other
8%
($3,040,000)
Internet
8%
($3,040,000)
Print
CreativeBrief
(continued...)
SevenWondershasdecidedtousemostofthecampaignbudgettouseTV
media.SonicwillbecomeasponsorofMondayNightFootballtobothreach
alargeraudienceandsuccessfullypromoteits“WingNight”
campaign.Withthislargeraudience,Sonicwillgainmoreinfluencein
Northernstateswhereithasbeenstrugglingtogainastakewhilealso
attractingmoreconsumersthroughthe“BuyOneGetOneFreeBoneless
Wings”promotion.
ThepTheprintandInternetmediawilluseKevinDuranttostartanonlinecontest.
“TheMostValuableDrink”contestwillbedesignedtoencourage
ourconsumerstocomeupandnametheirowncreativeandtastydrink
combinationthattheythinkdeservestobeontheSonicmenu.Thiscontest
willalsobeusedtoassertSonicʼspositionastherestaurantwiththemost
valuabledrinkservice.WithDurantʼsinfluence,Sonicwillreceiveahigh
volumeofinteractionwithitsconsumerswhowanttodesignthe“most
valuabledvaluabledrinkforthemostvaluableplayer.”WiththisattentionSonicwill
createbrandloyaltyandwillbeabletoreachalargenumberofconsumers.
Sonicalreadyhasitsownapp,butSevenWonderstendstouseasmall
portionofitscampaignbudgettoincreaseSonicʼspresenceinapps.Seven
WonderswillutilizetheappPocketPointstoreachstudents.Tapingowill
alsobeutilizedforthenew“SonicDrink&SnackStop.”Tapingowillallow
thebusytargetaudiencetoreachSonicmoreseamlesslyandwithoutlosing
anytimeoftheirbusydays.
MuMuchlikethevarietySonicoffersonitsmenu,SevenWonderswillperform
thisvarietyoftacticstoachieveourgoal.Thenewrestaurantexpansionswill
bringSonicclosertoitsconsumersphysicallyandcreateavaluableimage
forSonic.ThedifferentmediausageswillwidelyspreadSonicʼsinfluence
whilecapturingtheconsumerʼsattentionwithgreatdealsandcelebrity
endorsements.ThisvarietyofadvertisingprovidedbySevenWonderswill
increaseSonicʼsshareinthemillennialmarketandextenditsreach
phphysicallytocontendbetterwithalreadyestablishedcompetition.
14
Budget

16. KevinDurantwilllauncha“hashtag”thatreads“#MVD4MVP”on
hisonlinesocialmediaaccountstobeginthecontest.Withhis
influence,Sonicwillreceiveahighvolumeofinteractionwithits
consumerswhowanttodesignthe“mostvaluabledrinkforthe
mostvaluableplayer.”WiththisattentionSonicwillcreatebrand
loyaltyandwillbeabletoreachalargenumberofconsumers.
15
whatwillyou
drinkup
next?
Internet/Guerilla

17. SevenWondersplanstoexpandSonicinnewdirections.ThefirstwaySonicwillbe
expandedisphysically.Sonicwilldesignalocationwithamorecondensedmenucalledthe
“SonicDrink&SnackStop.”ThisnewadditiontoSonicwillbeplacedinonemallandone
collegelocationtotestoutourtargetaudienceʼsresponse.
AAfewnewitemswillalsobeavailableatthe“SonicDrink&SnackShop.”Intheresearch
weconductedwefoundthat67%ofourtargetaudiencedrinkscoffeedaily.Asaresult
Sonicwillbeaddingalineofnewcoffeedrinkstoitsmenu.Anotheritem,“TheSnack
Pack,”willbeofferedasanewdealforcustomers.Designedtoattractbusyandhungry
students,“TheSnackPack”willbeservedontheSonicmenu.
16
FranchiseExpansionandLocation

18. Theofficial
sponsorof
BUYONEGETONEFREE
BONELESSWINGSEVERY
MONDAYNIGHT
5PM-CLOSE
GRABYOUR
WINGMAN.

19. 18
Rationale
ESPNʼsMNFgamesrankassevenofthe10
biggestcableaudiencesamonghouseholdsin
2014.
12of16weeks,ESPNwonthenightasthe
most-watchednetworkamonghouseholdsand
totalviewers–cableorbroadcast–inprime
timeonMonday.
ESPNledallnetworksonMondays–cableor
broadcast–indeliveryofkeymaleandadult
demos(18-34,18-49and25-54)all16Mondays
inprimetimethisseason.

20. TVSPOT1
*establishingshotofsonic*
Wingman
RightGuy:Youknowwhat?
Mondaysreallyarenʼtthatbad
LeftGuy:Areyoukiddingme!?
whatistheretolikeabout
Mondays?
RG:Wellforstarters,Sonicis
offeringBuyOneGetOneFree
Wingsfrom5pmuntilclose
LG:WOW THATʼSALOTOFWINGS
MAN!
LG:Speakingofwhichdoyou
wanttobemywingmanand
maybeordersomeparmesan
wings?
RG:No.IʼmfeelingAsianZing.
19
LG:*silentlypouts*
...
RG:..butIʼllstillbeyour
wingman.
LG:*GetsChildishly
excited*

21. *establishingshotofsonic*
RightGuy:*toleftguy*
Whyareyouupsetand
actingsodifferent?
LeftGuy:Everythingisfine.*pouts*
RG:Noitʼsnot.
LG:Well,whenwereyougoingto
tellmethatHEwashere?
*pointsatKevinDurant*
RG:KevisjustheretogetsomeSonicjustlikeus
LG:THATSIT!ITʼSUSUALLYJUSTUS!
20
LG:*pouts*IdonʼtevenwantSoincanymore
takemehome.
RG:Youdonʼtmeanthat.
LG:...GetmeaConey.
TV
SPOT2
3ʼsaCrowd

22. 21
ApplicationMedia
Sonicalreadyhasitsownapp,butSevenWonderstendstouseasmall
portionofitscampaignbudgettoincreaseSonicʼspresenceinapps.
PocketPointsisamobileapplicationthatgivesstudentsrewardsfornot
usingtheirphonesduringclass.Studentsneedtosimplyopentheappon
campus,locktheirphone,andstartgainingpoints.Thesepointsarethen
usedatlocalandonlinebusinessesforstudentdiscounts,couponsor
gifts.
Tapingoisamobileappthatallowsanybody,toorderamealonthe
go.Placeyourorderbeforeyouarriveatyourdesignationandwhenyou
arriveyourorderwillbeready.Tapingoalsodeliversforsome
restaurants,butthisisnʼthowTapingoplaysintothiscampaign.Tapingo
isavailableonover30campusesacrossthenation.Itisalsosaidtobe
abletoboostrevenueby17%,cutcostsperlocationby$40,000andbe
reusedbycustomers99.7% ofthetime.Withthisapp,Soniccould
incincreaseitsconveniencebymakingitselfbothphysicallymoreavailable
oncampuswhilealsobeingaclickawayonanymobiledevice.
SevenWondersintendstoplaceSonicontheseapplicationstoattract
thecampaignʼstargetaudienceagetoeatSonicwhilealsoencouraging
collegestudentstopayattentionanddowellinclass.Thiswillcreatea
goodimageforSonicintheeyesofitstargetaudiencebecauseitshows
thatSonicvalueseducationandbelievesthatitscustomerswhoholdthis
samevaluedeservetoberewarded.Tapingowillnotonlyshowthat
Sonicvaluestheircustomersʼtime,butthattheyunderstandhowtoadapt
totochangesinhowpeoplecanpay.

23. PRINTMEDIA
BLUEPINAPPLE
GRAPERASPERRYSLUSH
W/NERDS
Printmediaislessviewedbythetargetaudienceof
SevenWondersʼandsoSonicʼsprintadswillbe
similartoourInternetadsinthattheywillalsouse
KevinDuranttodisplaythecontestthroughout
variousadsinsportsmagazineslikeSports
IllustratedandESPNTheMagazine.
ThesepTheseprintadswillalsocontinuetodisplayvarious
Sonicpromotionslike“WingNight”and“Rush
Hour.”“WingNight”willalsobedisplayed
separatelyinadsthatsponsorMondayNight
Football.Thismergeroftwoseparateentitiesusing
printmediawillgatheramuchlargerprintaudience
inamediaformthatislosinginfluenceonour
tatargetaudience.
22

24. WeasSONICvaluecommunityas
muchaswevalueservingquality
food.
Thecostofyouthsportsteamsisincreasinglyexpensive,70%
ofparentshaveconcernsaboutthecosttokeeptheirchildren
involvedfromyear-to-year.TotsforTikesisanewnational
campaignSONICislaunchingthatwillbenefiteachSONIC
Drive-in’slocalyouthsportsleagues.Twopercentofevery
tatertotpurchasewillgotothatSONIC’slocalyouthsports
league.TotsforTikeswillbeayear-roundinitiative,andis
prprojectedtohelpmorethan15millionchildrennationwide
stayactiveandinvolvedintheircommunities.
23
Formorethan15years,SONIChasbeengivingbacktothe
OklahomacommunitywithprogramsgearingtowardstheOkla-
homayouth.In2009,SONICstartedit’sfirstandlargest
annualfundraisingeventthatsupportsteacher’sprojects
acrossthenation—LimeadesforLearning.Now,SONICisex-
tendingitsnationaloutreachthroughanewprogramcalled
TotsforTikes.