This month, SONIC is serving up a festival experience unlike any other at the Bonnaroo Music & Arts Festival in Manchester, Tennessee, bringing fans SONIC swag, a themed mini-golf course, and never-before-sipped SONIC slush flavors like Bonnaroo Blazin’ Citrus, Grooveberry Lemonade Slush, Bonnarmelon Punch Slush, and Dragon Candy Slush.
But these activations don’t just happen overnight – they’re brainstormed, pitched, and brought to life by SONIC’s Integrated Marketing Communication (IMC). SONIC IMC Senior Manager Kristen Campbell has played a role in planning many of the brand’s culture-capturing moments since joining the team in 2020.
“I’m born and raised in Oklahoma, so SONIC’s in my blood,” says Kristen. “Even so, growing up I always thought working for SONIC was such a long shot. When I got the opportunity to join the team – and even today, everyday – I’m so excited to go into work.”
Kristen has grown in her role from social media management to overseeing social influencers and brand activations. This year, Kristen and her team were able to add another music festival to SONIC’s activation catalog: Bonnaroo.
Initially, one might wonder, ‘Why Bonnaroo?’ Kristen’s reasoning is simple: “SONIC is showing up in a way we never have before. We’re focused on building our relationship and brand relevance with our audience, and music is one of SONIC fans’ main interests. So we approached this activation in a very fun, very music-forward way. Plus, we know that festival goers really like having somewhere they can participate in an activity, or a place where they can go and chill – we knew we wanted to bring both to our activation.”
Brand activations like Bonnaroo are just one of the many reasons Kristen enjoys her job at SONIC. “When you’ve only ever seen what you’re making in digital renderings or on paper, and then finally watch it come to life in-person, you really see all your hard work pay off. You get to enjoy the space and connections you’ve created.”
For Kristen, it’s the team effort that really makes SONIC her dream job. “I love this brand so much. Everyone is an outrageously high performer, and being a part of Inspire means I have a relationship with all my counterparts on the other brands. Food is fun, and I’m just so lucky to get to do what I do every day.”
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