Beyond a humorous social media engagement campaign, the restaurant chain’s Twitter campaign is one of several digital investments made to drive their offline business.
Denver-based Chipotle’s Twitter- promoted Trend ad buy this week will, at the very least, compel those it engages to laugh. #ChipotleGold leads users to a Promoted Tweet with the call to action ‘Wrap it. Upload it. Vote. And you could win.” Check it out at http://bit.ly/fdaArG. The link will lead viewers to a landing page with an Amy Sedaris-fueled video series titled ‘Wrapping with Amy’, which facetiously instruct users on how to wrap a variety of random items in gold wrapping paper (including your teeth).
While the campaign is not remarkably innovative — at the heart of it are the Sedaris videos, a photo contest and social good component — what interested us is purely the fact that Chipotle represents a business with a primarily offline presence that has decided to invest in driving its brand awareness with digital tactics. Rather than go for a traditional TV campaign, Chipotle has looked to social media programs like this to fuel brand awareness and engagement, an iPhone application to facilitate mobile meal orders, and a website to enable online orders that will diminish customers’ wait time at the restaurants.