Chipotle is reporting on record-breaking digital results for its 2023 National Burrito Day activation.
Unlike Chipotle’s recent National Burrito Day campaigns, this year’s activation followed a simple marketing approach by promoting a text-based giveaway via Twitter.
The Mexican grill restaurant chain offered text-to-win on the social media platform resulting in the giveaway of 10,000 burritos and free delivery on orders over the price of $10.
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A month after the activation took place on April 6, Chipotle now reports on the astounding results from the back-to-basics marketing campaign.
Over one million text messages were sent resulting in the chain’s second-largest digital sales day in history and its highest one-day volume on social media for a Chipotle activation.
“We believe our fans are different, they’re so passionate about the brand and we try to give them things that they want to talk about and share with their communities,” said Tressie Lieberman, VP of digital marketing for Chipotle, about the campaign’s success.
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A partnership with influencer Alix Earle who promoted the deal on his TikTok a day before National Burrito Day further pushed the activation forward by spreading the word among Chipotle’s most loyal fans.
Last year, Chipotle teamed up with Roblox for National Burrito Day, pushing brand awareness through the metaverse. However, the Twitter giveaway ranked better than any activation in recent years.
By generating a massive amount of traffic with this activation, Chipotle has proved that tried-and-tested strategies by top digital marketing companies sometimes wins over trending buzzwords.