In early 2012, SONIC Drive-Ins successfully relaunched their Two Guys campaign. After just a few months, the Two Guys were pretty comfortable being back in the saddle. Naturally, it was time to shake things up. So SONIC sent them on a road trip. During what would become known as The Great Skeedaddle, every SONIC commercial took place in a different town along the meandering route of their trip. Additional online footage bound the campaign together into a three-month-long story. Through Facebook, fans could follow the Two Guys’ journey and even get a little help building their own road trip.

The campaign kicked of with TV spots that drove people to the simultaneously launched Facebook app. Next followed a home-page takeover of SONIC’s website, along with Tweets, Facebook posts and road-trip video updates on YouTube from the Two Guys. Awareness was also bolstered by Facebook ads and multiple newsletters to SONIC’s Cruisers Club loyalty program.

The Facebook app received in excess of 100 thousand visits. Over 10,000 people started their own virtual road trip. More than half visited multiple times with an average use time of more than four minutes. SONIC’s overall Facebook reach was doubled during the campaign. Facebook views jumped 400% and the Two Guys’ posts and Tweets generated 1m impressions.