Chipotle’s ‘Boorito’ promotion is making a return this Halloween season for its 22nd year, granting consumers the opportunity to receive special deals if they are dressed in costume. This year, Chipotle has tapped BeReal in order to give consumers the chance to win one of 10 free burritos for a year if they snap a BeReal in costume at a Chipotle location.
BeReal sends users a two-minute deadline to post a photo of their day in an effort to capture the small moments in life over a long period of time. Chipotle has adopted a fully digital approach to the custom, giving mobile consumers the option of receiving discounts through Twitter, Instagram, or TikTok. Now, the promotion has expanded to include BeReal.
"Boorito is all about having fun with your friends and enjoying real food in our restaurants. After two years of celebrating virtually, we’re leveling up the in-person experience with fun activations on social that will bring fans together on Halloween," CMO Chris Brandt commented.
Halloween Burrito Promotions
Chipotle Taps Social Platform BeReal for Its Boorito Promotion
Trend Themes
1. Digital Halloween Promotions - There is a disruptive innovation opportunity for companies to move their Halloween promotions to a digital platform, leveraging social media to reach mobile users and increase customer engagement.
2. Costume-based Promotions - An opportunity exists for companies to offer costume-based discounts and promotions to increase customer participation and improve the overall customer experience.
3. User-generated Content Campaigns - There is a trend towards incorporating user-generated content in promotions and campaigns to generate buzz, increase brand awareness, and encourage consumer engagement with the brand.
Industry Implications
1. Fast Food - Fast food restaurants can leverage costume-based promotions and user-generated content campaigns to engage customers and increase sales, especially during holidays like Halloween.
2. Social Media - Social media platforms are increasingly being used for digital promotions and user-generated campaigns, offering opportunities for businesses to engage with customers and increase brand awareness.
3. Mobile Apps - Mobile apps can be leveraged by companies to offer customers discounts and promotions, making it easier for users to access deals and increasing brand loyalty.