To launch Sonic’s new sensorial boba tea, we teamed up with a Musical Creator to tantalize ear buds and taste buds to play up the “All The Feels” campaign.
Background
Sonic came to Creative Shop with a brief called “All The Feels” built off of the insight that bubble teas are widely known for their wholly unique sensory experience that taps into sight, touch, sound, and of course, taste. The brand asked us to help take the multi-sensory experience of drinking colorful, slushy-textured, flavor-bursting boba and showcase it in a platform-first way to invite people to try it for themselves.
We played off the insight that sound is a crucial of our sensory experience and this audio was something our teams were deeply exploring with the launch of Reels. We saw over 90% sound-on behavior and knew if we could partner with a sensorial Creator to capture the boba-drinking experience as an auditory landscape we could song-ify the experience and innovate the way Reels content was being crafted. Lucky for us we had someone on the team who was a former partner to sensorial Creator, Kurt Hugo Schneider, and we were able to team up and songify boba for summer!
A Branded Content Ecosystem Bringing “All The Feels” to life.
By distributing assets across a spectrum from “Creator Heavy” assets to “Brand Forward” assets, we could harness the power of both approaches.
Chosen by Instagram Brand to Represent Branded Content on Instagram for Business Ads:
A few times a year, Instagram works to highlight creative campaigns that are pioneering new ways to leverage the platform to drive business with new areas of focus. With the success combining two priorities - Creator and Reels - we were honored to have Instagram highlight this work and showcase it globally.
Credits:
Meta Creative Shop
Jake Bruene: Meta Creative Lead (And Co-Creator & Creative Lead)
Kiki Allen: Meta Vertical Lead (Strategic Mastermind)
Tom Gilmartin: Meta CD and Group Lead (Connector and Conduit)
Creator:
Kurt Hugo Schneider
Agency:
Vayner Media