This is how you SONIC|海报/平面|广告营销案例【ADGuider广告指南】

这就是你索尼克

案例简介：背景索尼克看到了一个机会，通过重建其数字生态系统来增强其标志性的免下车模式，从而在屏幕上和屏幕后提供更好的体验。美国有超过 90,000 个免下车摊位，顾客把索尼克作为他们日常生活的一部分,打造旗舰数字体验以增强品牌的核心优势并支持已经快速、可靠的用餐体验至关重要。随着移动订购迅速成为 QSR 类别中品牌的标准，并成为客户的需求,索尼克的机会变得清晰起来 -- 提供一流的移动订购体验，重塑了以 “声速” 提供食物的理念描述创意 (30% 的选票) SONIC 应用程序必须按下标志性的红色按钮，并通过免下车失速扬声器订购到一个全新的水平。考虑到这一点，该应用程序以熟悉的红色按钮为中心，并针对速度进行了优化 -在下订单时，消除用户排序的屏幕和点击次数。这也适用于定制订单，因为 SONIC 以提供超过 100万种不同的饮料和食物组合而自豪。同样，该应用程序旨在以单屏方式快速将食物放在前面和中间，以客户想要的方式构建食物和饮料，并尽快交付。描述策略 (20% 的选票) 索尼克用他们快速的服务和无限的菜单吸引了一个非常忠诚、非常直言不讳的追随者。知道我们试图在他们客户的日常生活中引入一个新的机械师,我们开始为消费者提供一种易于学习的体验，同时也为他们每天所做的事情提供一种增强。这意味着以一种体验胜过视觉兴奋的方式接近应用程序的概念-如果我们不能向客户提供增强的体验，那么应用程序中华而不实的视觉风格将毫无价值简单的每日重复。这推动了我们的方法，并体现在当前的应用程序设计和体验中。描述执行情况 (20% 的选票) 随着 90,000 个免下车摊位遍布美国，移动应用需要能够同时处理过多的连接屏幕,顾客和厨房之间完美的实时沟通，以确保食物的订购和交付既新鲜又快捷。最重要的是，我们希望让每个用户的体验比他们放入奶昔中的额外物品更加个性化。我们将收集到的关于用户的数据用于我们的工作-根据用户的订单，他们访问的免下车服务，甚至天气为用户提供实时智能奖励。随着升级的个性化服务以易于使用的体验呈现给用户，移动应用的执行对品牌来说是一个巨大的成功。列出结果 (30% 的选票) 虽然这两款应用在苹果和谷歌应用商店都保持着非常高的用户评论分数，但真正的好处是等待时间缩短，客户的重复访问量增加。在该应用的短暂存在中，在线订单的销售额呈上升趋势，每天都有越来越多的用户注册该应用。最终结果是新的商业体验，以及 SONIC 推出未来数据驱动营销和 CRM 机会的能力，以推动销售和忠诚度的提高。此外，在 2018年9月全国推出提前订购功能之前，Sonic 进行了分阶段的市场推广，并在 10月开展了全国性活动,并经历了以下使用成功: 每周 65% 的订单来自重复用户; 预购票平均比非预购票高 7%; 平均入住到退房时间不到两分钟。

这就是你索尼克

案例简介：Background SONIC saw an opportunity to enhance its signature drive-in model with the rebuild of its digital ecosystem to offer an improved experience both on and behind the screens. With over 90,000 drive-in stalls around the United States and customers who made SONIC a part of their everyday routine, it was critical that a flagship digital experience would be built to enhance the brand’s core strengths and support an already quick, dependable dining experience. With mobile ordering quickly becoming standard for brands within the QSR category and demanded by customers, SONIC’s opportunity became clear - deliver a best-in-class mobile ordering experience that reinvented the idea of delivering food at the “speed of sound.” Describe the creative idea (30% of vote) The SONIC app had to take pressing the iconic red button and ordering through a drive-in stall speaker to a whole new level. With that in mind, the app was centered around the familiar red button and optimized for speed - eliminating as many screens and taps for a user to sort through when placing an order. This also applied to customizing an order, as SONIC prides itself on offering over 1 million different drink and food combos against their menu. Again, the app was designed for speed - putting the food front and center with a single-screen approach to building food and drinks the way the customer wanted them and delivering them as fast as possible. Describe the strategy (20% of vote) SONIC attracts a very loyal, very vocal following with their quick service and limitless menu. Knowing that we were attempting to introduce a new mechanic into their customer’s everyday routine, we set out to provide an experience that was easy for consumers to learn while also providing an enhancement to something they had been doing everyday. This meant approaching the concept of the app in a way where experience trumped visual excitement - a flashy visual style in the app would be worthless if we couldn’t deliver an enhanced experience to the customer that was simple to repeat daily. This fueled our approach and manifested into the current app’d design and experience throughout. Describe the execution (20% of vote) With 90,000 drive-in stalls spread across the United States, the mobile app needed to be able to handle a plethora of connected screens at once, flawlessly communicating between the customer and the kitchen in real-time to ensure food was ordered and delivered fresh and fast. On top of that, we wanted to make every user’s experience feel more personalized than the extra items they put into their milkshakes. We put the data we collected about the users to work for us - providing real-time intelligent rewards to users based on their orders, the drive-ins they visited, and even the weather. With upgraded, personalized service presented to the user in an easy-to-use experience, the execution of the mobile app was a resounding success for the brand. List the results (30% of vote) While both apps maintain very high user review scores in both the Apple and Google App Stores, the real benefit has been in shrinking wait times and higher repeat visits from customers. In the app’s short existence, sales are trending upward for orders placed online with more and more users signing up for the app every single day. The end result is a new commerce experience and the ability for SONIC to launch future data-driven marketing and CRM opportunities to drive increased sales and loyalty. In addition, leading up to the national launch of the Order Ahead feature in September 2018, Sonic conducted phased rollouts market-by-market, and a national campaign in October, and has experienced the following use success: 65% of Order Ahead orders each week are from repeat users; Order Ahead tickets are on average 7% higher than non-order ahead tickets; Average check-in-to-hop-out time is less than two minutes.