The Sonic campaign included a live streamed event that engaged fans in the launch of new frozen drinks

Drive-in fast food chain Sonic launched a new marketing campaign featuring rapper and actor Ice-T to promote the addition of frozen tea drinks to its menu.

The campaign stunt featured a life-size ice sculpture of Ice-T’s head with a microphone on a necklace around its neck. During a Facebook live stream on June 13, fans watched as the ice slowly melted away in the heat. Viewers were instructed to comment on the stream as soon as the microphone hit the floor, which Sonic predicted would happen between 45 minutes to two and a half hours of launching the live stream. The first 100 people who commented after the microphone dropped won a limited edition Ice-T t-shirt, which changes color when frozen.

Sonic | Ice-T

Drive-in fast food chain Sonic launched a new marketing campaign featuring rapper and actor Ice-T to promote the addition of frozen tea drinks to its menu.

The campaign stunt featured a life-size ice sculpture of Ice-T’s head with a microphone on a necklace around its neck. During a Facebook live stream on June 13, fans watched as the ice slowly melted away in the heat. Viewers were instructed to comment on the stream as soon as the microphone hit the floor, which Sonic predicted would happen between 45 minutes to two and a half hours of launching the live stream. The first 100 people who commented after the microphone dropped won a limited edition Ice-T t-shirt, which changes color when frozen.