We created the world’s first product designed to be Instagrammed: SONIC #SquareShakes.

Everything from the glass each shake was served in to the shake’s ingredients to the cherry on top was square—perfect for Instagram’s iconic square format. The top of each shake was styled by Instagram-famous chef Jacques La Merde to look beautiful when photographed from above.

Then, to capture the attention of our Millennial design-conscious audience, we teamed with six Instagram-famous graphic designers to create packaging for each flavor, which they shared on their Instagram feeds.

But #SquareShakes weren’t just made for Instagram. They could be ordered through Instagram, too, when viewers pressed a button that we placed on our Instagram ads.

We delivered the shakes instantly to people attending the Coachella Music and Arts Festival by using their phones’ geolocations—the first time a brand had turned Instagram into a fast-food restaurant.

#SquareShakes were announced through targeted social to reach our Millennial audience. On Instagram we leveraged influencer channels and light-touch paid media to distribute photographic assets, a campaign video and a PR “process” film starring Chef Jacques La Merde. Each asset teased the #SquareShakes launch at Base Camp in Coachella Valley.

On launch day geofenced Instagram ads appeared on the feeds of festivalgoers in the Coachella area, inviting them to order a #SquareShake by pressing a Shop Now button.

This linked to a mobile site, where, with the help of GPS, each user shared their location along with their name and a description of their outfit. This allowed us to deliver each shake minutes after receiving an order.

78% of shakes served resulted in an Instagram post from customers. Over 650,000,000 impressions were earned. The campaign exceeded benchmark engagement rates on Instagram by 172%. It was so Instagrammable even Instagram Instagrammed it.

And despite a media and production spend of just $150,000, our campaign achieved an unprecedented cost per reach for SONIC of just 0.0002 cents.

The campaign earned global media coverage in all the places our design-conscious Millennial audience cares about: VICE, BuzzFeed, MSN, Fortune, Bon Appétit, Fast Company, Food & Wine, Adweek, POPSUGAR, Delish, Seventeen and PSFK, to name a few. #SquareShakes became a trending topic on BuzzFeed. The conversation around #SquareShakes has been 100% positive on social media, with SONIC being praised by designers, foodies and hipsters alike.

But the most delicious part? #SquareShakes helped SONIC achieve one of the most successful product launches through PR and Social, (Creamery Shakes) in the company’s 57-year history.