Drive-in chain Sonic is going all out in its attempt to lure the all-important millennial demographic: An upcoming stunt involves the triple threat of Instagram, Coachella, and chef Jacques La Merde. According to Digiday, Sonic has teamed up with La Merde — the so soigné Instagram-famous chef whose real name is Christine Flynn — to hawk milkshakes at the upcoming music festival.
But these won't be your grandma's milkshakes: La Merde "has created a line of creamery shakes to fit squarely within Instagram: served in a square cup, with a square straw and with square versions of ingredients." (All the better to fit perfectly into Instagram's square photos, of course.)
No, this isn't a late-breaking April Fool's joke: The square shakes will only be available for ordering via Instagram during Coachella's first weekend on April 16, and will be advertised to festival attendees via targeted, sponsored ads on the social media platform. According to AdWeek, "Using a geo-fence overlaid on the festival, the brand will be able to find the people who order and deliver the shakes directly to them." They're free, with one catch: Festival-goers have to Instagram a photo of their shake.
Watch Flynn aka Jacques La Merde explain the collaboration, below: