Chipotle is using Threads to assist fans access concert tickets in honor of National Avocado Day on July 31, based on a press release. The “Get in The Pit” effort marries a yearly celebration by the chain with in-person music experiences, a preferred touch-point for younger consumers, while also allowing for early experimentation on the brand new Meta offering.
On July 31, Chipotle for a 12-hour period (10 a.m. to 10 p.m. EST) will drop text-to-win codes at the highest of the hour on its Thread’s profile. The 1,000th fan to text the code each hour will receive a pair of concert or festival tickets of their alternative, with 13 winners total. In addition to the Threads activation, Chipotle rewards members on the identical day can get free guacamole after they use the code “AVO2023” at checkout on the Chipotle app. Chipotle partnered with Avocados from Peru for the activation.
This yr’s National Avocado Day marketing could help the chain boost its loyalty program, which reached 33 million members in Q1 of 2023 following initiatives like its “Freepotle” perk, which was promoted earlier this yr on TikTok and Instagram. Other creative efforts to spice up its loyalty program have included hidden keywords in its television ads and a burrito-rolling Roblox activation, a move that was timed to metaverse hype.
It’s value noting that Chipotle’s Threads effort closely resembles an activation by the chain for National Burrito Day in April, an effort that saw the chain similarly disperse text-to-win codes, though it was on Twitter. The latest move not only speaks to the hype surrounding Meta’s recent offering, nevertheless it could also indicate how marketers are responding to Twitter’s ongoing turbulence under the ownership of Elon Musk. The platform this week rebranded to X, ditching the long-lasting blue bird logo to more closely align with Musk’s goal of crafting an “every part app.”
Chipotle’s Threads activation marks the primary time a significant restaurant brand will host a sweepstakes on Threads, based on the brand. Currently, Chipotle has roughly 100,000 followers on the platform. The Twitter alternative app saw massive early success, with 117 million users — nearly half of Twitter’s user base – reached in only just a few weeks. However, Threads has quickly lost steam, with every day lively users dropping by roughly 70% since launch, based on Sensor Tower findings. It stays to be seen whether brands will find marketing opportunities on the platform, with the Chipotle activation potentially serving for example for other early adopters.
Chipotle has often gone all-out for National Avocado Day, normally hopping on the newest emerging trends as a technique to connect with Gen Z. The company last yr introduced a limited-time stock market simulation game, “Buy the Dip,” that gave away $200,000 in various cryptocurrency. In 2019, it launched a #GuacDance challenge on TikTok, which received 250,000 video submissions and 430 million video starts during its six-day run.
Read the total article here
