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).

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