This summer, Crossroads client Sonic Drive-In sponsored MINDDRIVE’s cross-country road trip for the ages. The non-profit organization works with at-risk urban high school students in Kansas City, Mo. Through hands-on learning techniques and the help of a dedicated group of professional mentors, MINDDRIVE students built an electric car and drove it from San Diego to Jacksonville, Fla., in a June road trip called Coast-to-Coast.
As part of its sponsorship, Sonic provided pit stops for the traveling party at drive-ins along the route. The stops offered MINDDRIVE the opportunity to refuel with Sonic drinks and food in addition to a place to recharge the electric car.
After coordinating the pit stops with Sonic’s field team and local drive-in franchisees and managers, Crossroads capitalized on the sponsorship and drive-in pit stops to highlight Sonic and the brand’s long-standing education commitment to local media and connect the drive-ins with their local communities. Through 16 Sonic pit stops along Interstate 10, Crossroads was able to maximize the national sponsorship by localizing the story and driving traffic on-lot.
Crossroads secured more than 16 news stories and 2.5 million impressions, engaged Sonic’s social media community through Facebook posts and tweets, and energized local drive-in crewmembers to become more involved in Sonic’s commitment to education.
Click here to view a photo gallery of the road trip’s Sonic moments. Also, below is an example of broadcast television coverage secured during the road trip.