Chipotle Get In The Pit

Every year, Chipotle leverages National Avocado Day to celebrate its guac obsession, generate consumer excitement with a rare freebie on something that usually costs extra, and tap into a fun, culturally relevant trend or moment in time.

• Challenge: Generate excitement around free guac in a creative way, create positive sentiment by giving consumers something else they really want for free, and activate on a new digital channel, Instagram Threads.
• Insight: Growing frustrations over Ticketmaster fees and the buzz surrounding concerts and Instagram Threads becoming an established platform with over 100M users in less than a week of launch.

We seized the opportunity to engage fans by launching an innovative “Get In The Pit” ticket giveaway for National Avocado Day 2023. Recognizing the rapid rise of Instagram Threads, which amassed 100 million users in less than a week, we quickly adapted, hosting our giveaway on this emerging platform.

Fans texted unique codes to 888-222, with 13 codes release hourly from 10 a.m. to 10 p.m. driving over 6.5K new SMS opt-ins. Over 12 hours, we executed 13 ticket drops that fans could redeem to any concert of their choice.

• Results:
  • 14,379 Unique Entries
  • 46,153 Total Entries
  • 2,000 New Followers on Threads by July 31st
  • 6,500 New SMS Opt-ins
  • Effectively expanding reach across a new digital channel showcasing out ability to swiftly capitlalize on cultural trends