As part of its sponsorship, SONIC provided pit stops for the traveling party at drive-ins along the route. The stops offered MINDDRIVE the opportunity to refuel with SONIC drinks and food in addition to a place to recharge the electric car.

After coordinating the pit stops with SONIC’s field team and local drive-in franchisees and managers, PR agency Crossroads capitalized on the sponsorship and drive-in pit stops to highlight SONIC and the brand’s long-standing education commitment to local media and connect the drive-ins with their local communities. Through 16 SONIC pit stops along Interstate 10, Crossroads was able to maximize the national sponsorship by localizing the story and driving traffic on-lot.

The campaign resulted in 16 news stories and 2.5 million impressions, engaged SONIC’s social media community through Facebook posts and tweets, and energized local drive-in crewmembers to become more involved in SONIC’s commitment to education.

Visit the Crossroads blog for full post with video and photo gallery.