One and done is the idea behind Sonic Drive-In’s Mystery Disappearing Slush.
Customers will be able to order the mystery slush flavor Thursday only at Sonic Drive-Ins nationwide, but will be able to find out what the flavor is only when they order.
Sonic is promoting the flavor in a series of quixotic YouTube videos, animated gifs and messages on Twitter, Snapchat and Facebook.
The idea came from the mobile photo messaging app Snapchat, where users’ photos and messages disappear after they are received, said Todd Smith, Sonic’s chief marketing officer.
“We thought it would be fun to do a promotion that would literally disappear, like on Snapchat, for that younger millennial crowd to respond to because it’s really tailor-made for them,” he said.
Sonic Social media
One YouTube video to promote the mystery slush includes an animated, younger, hipper version of Sonic’s popular “Two Guys” featured in the brand’s television spots. The two guys pose a series of bizarre theories on where Sonic gets its slush flavors, including a “trinicorn” — like a unicorn, but with three horns— that chops fruit with its horns and “mlaciers” — glaciers on Mars.
“I heard a rumor that they have a pack of miniature cheetahs that are only visible under a microscope,” one of the animated Two Guys says in the YouTube video.
For now, Smith isn’t giving away many hints on the mystery flavor, but he admits that it was developed by a team of Sonic chefs, and, sadly, is not the product of trinicorns.
“We have so much flavor variety for our chefs to work with that they have come up with a really fun combination of a couple of things that really appeal to that younger audience,” he said.
The younger audience’s reactions to the mystery slush promotions on Sonic’s Facebook page ranged from confused to amused on Wednesday.
“Why have a drink that’s only gonna last 1 day?” one Facebook commenter wrote. “I don’t understand. You just get people to like it and then take it away.”
“That’s part of the fun!” Sonic replied on Facebook.
We thought it would be fun to do a promotion that would literally disappear, like on Snapchat, for that younger millennial crowd to respond to because it’s really tailor-made for them.”
Sonic’s chief marketing officer