SONIC launched their new bicultural website, designed as customers were sitting in a car at their local SONIC. The website features a distinctly Hispanic flair while capturing the authentic dining experience that makes the popular destination unique in the restaurant industry.
“It was important to engage our Hispanic customers by providing an online experience which parallels both their world and the feeling of visiting a nearby SONIC,” said Matt Schein, senior director of marketing for SONIC. “The ability to get creative with our menu is a key part of the SONIC experience, as are the thousands of food and fountain combinations that have made SONIC a popular destination. Getting creative at SONIC is something our customers enjoy and we want the website to inspire that same creative feeling.”
The experiential website, http://www.sonicdrivein.com/espanol, presents Hispanic customers with relevant content in the language of their choice — Spanish, English or Spanglish, a combination of both languages. Whether they’re browsing the delicious options in the “Presentando” section, or downloading the Spanish menu to complete their meal order at their nearest SONIC, Hispanic customers will find the site easy to navigate with shareable content that extends to their social connections.
“The website is all about creating an online understanding of an actual drive-in visit and showcases the ability to personalize an entire dining experience at SONIC,” said Patricia Burgos, group account director at Lopez Negrete Communications, SONIC’s Hispanic marketing agency and the group that designed the website. “We go a step further and reflect our bicultural target’s lifestyle, combining the best of their Latino culture with their U.S. experience to create their unique world. Just like SONIC, they can create food combinations and dining experiences as unique as they are. At SONIC they really can create what they crave.”
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