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

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案例简介：背景 SONIC看到了一个机会，可以通过重建其数字生态系统来增强其标志性的驶入模型，从而在屏幕上和屏幕后面提供更好的体验。在美国各地有超过90,000个免下车摊位，以及使SONIC成为日常工作的一部分的客户，至关重要的是，将建立旗舰数字体验，以增强品牌的核心优势并支持已经快速，可靠的用餐体验。随着移动订购迅速成为QSR类别中品牌的标准并受到客户的要求，SONIC的机会变得清晰起来-提供一流的移动订购体验，从而重塑了以 “声音速度” 交付食物的想法。描述创意 (投票30%) SONIC应用程序必须按下标志性的红色按钮，然后通过免下车档扬声器进行订购，达到一个全新的水平。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 -消除了用户在下订单时进行排序的尽可能多的屏幕和水龙头。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，该应用程序旨在提高速度-通过单屏方法将食物放在最前面和中心，以客户想要的方式构建食物和饮料，并尽快交付。描述策略 (投票20%) SONIC以其快速的服务和无限的菜单吸引了非常忠诚，非常直言不讳的追随者。知道我们正试图在他们的客户的日常工作中引入一种新的机制，我们开始提供一种消费者容易学习的体验，同时也为他们每天所做的事情提供改进。这意味着以体验胜过视觉兴奋的方式来处理应用程序的概念-如果我们不能为客户提供易于每天重复的增强体验，那么应用程序中的浮华视觉风格将毫无价值。这推动了我们的方法，并贯穿于当前的应用程序设计和体验中。描述执行 (投票20%) 随着90,000的驶入摊位遍布美国，该移动应用程序需要能够立即处理大量连接的屏幕，在客户和厨房之间进行实时完美的通信，以确保订购和交付食物新鲜和快速。最重要的是，我们希望使每个用户的体验比他们放入奶昔中的额外物品更具个性化。我们将收集到的有关用户的数据用于为我们工作-根据用户的订单，访问的驱动器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，移动应用程序的执行为品牌带来了巨大的成功。列出结果 (投票30%) 虽然这两款应用在苹果和谷歌应用商店都保持着很高的用户评价得分，但真正的好处是等待时间的缩短和客户重复访问的增加。在该应用程序的短暂存在中，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程序。最终结果是一种新的商务体验，以及SONIC推出未来数据驱动的营销和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在10月进行了逐个市场分阶段的推广和全国性的宣传活动，并取得了以下使用成功: 每周提前65% 订单来自重复用户；提前订购票平均比非提前订购票高7%；平均入住到跳出时间不到两分钟。

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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.