Ice, Ice baby is the main attraction of Sonic's new contest. (Photo: Provided)
Sonic Drive-In has gained some notoriety in the annals of QSR-dom for its ice and now the brand is launching a campaign that ventures to ask, "How much will customers pay for a cup of the treasured frozen H20?"
This week, Sonic put a cup of ice up for bid via an online auction that runs through Sunday and will award some fan of the frozen stuff a whopping 44-ounce cup of ice delivered right to the winning bidder's front door via the brand's roller skating carhops, a news release said.
Now lest you think this is all the product of some kind of QSR marketing brain freeze, there is a very good purpose to all this: Sonic will donate all of the highest bidder's purchase price for his or her ice to DonorsChoose to help public school teachers who need to purchase student resources.
"It's not 'just ice' — it's Sonic Ice! It's cherished, cold and crunchable. Really, it's America's Hottest Ice," Sonic CMO Lori Abou Habib said in the release. "Many of our guests who live near a Drive-In can conveniently get Sonic Ice in every drink, or just order a cup of ice if they want. But for fans who may not live near a Sonic and may be craving Sonic's Ice, here's a way they can get some delivered straight to their door."
Customers of the QSR can also up their ice game by entering for a chance to win a mini Sonic ice machine when they buy a Sonic Ice T-shirt in the brand's swag store online. Customers can also enter without a purchase by printing out their info on an index card, under the brand's guidelines, and sending it in.
"The crunch and texture in every bite of Sonic's Ice is one reason guests love it so much," Scott Uehlein, Sonic vice president of product innovation and development, said in the release. "Our ice melts more slowly, keeping the refreshing flavor of our drinks longer, but we also know some of our guests enjoy the cold ice just as much by itself. This is for them."
Sonic is headquartered in Oklahoma City, Oklahoma, and has more than 3,500 stores in 46 states.
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September 15, 2020 at 07:16PM
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