Coachella starts today, and what better way to celebrate than enjoying shakes on demand while rocking out to your favourite artists? With Sonic Drive-In and Instagram, Coachella-goers can do just that.

Sonic SquareShakes are "the world's first shakes designed for Instagram". Tomorrow, on Saturday, 16 April, photo and carousel adverts showing off celebrity chef-designed square shakes will be targeted and shown to attendees. When they've seen the advert, festival-goers can order a shake that's hand-delivered within ten minutes – a service characteristic of Sonic. Using geo-fencing, Sonic will know the exact location that orders come from at Coachella Base Camp, so that customers can enjoy the festivities without waiting in line.

While this idea wasn't implemented overnight, it was implemented within a few weeks. During a recent Creative Hackathon here at Instagram (a concentrated period of time when a team takes on a new challenge), a creative council comprised of internal Instagram creatives, executive creative directors and creative directors from some of the most influential advertising agencies got together to decide what this quarter's brief would entail. In this case, the council decided on Sonic as their subject of choice.

The brief? How to help a well-loved, American staple embrace Instagram in a way that people would respond to. After selecting three up-and-coming creatives from Goodby Silverstein & Partners to participate – Tristan Graham, Laura Petruccelli and Rohan Cooke – the Hackathon began.

In an experience akin to Shark Tank, each team worked with a member of Instagram's Creative Shop to come up with a concept and then pitch the idea to the council that would take the cake – or in this case, shake. The client team at Sonic, led by Todd Smith, President and CMO, and Sarah Beddoe, Vice President of National Marketing, loved the opportunity to extend the brand's visual strategy and presence on Instagram by innovating and selling a product designed only for the platform.

"The hackathon allowed us to experiment with the many tools Instagram has to offer brands. Out of this collaborative experience, #SquareShakes were born, harnessing the power of a simple human behaviour: people love to take pictures of food on Instagram," says Margaret Johnson, ECD and partner at Goodby Silverstein & Partners. "During the hackathon, we challenged ourselves to take this one step further and create a product entirely designed for Instagram and available for purchase on the platform. Everything about the shakes – from their shape, to their square cherries and square straws – is designed with Instagram in mind. We are thrilled with consumers' reactions."