Chipotle Freeting: A Multichannel Mobile Approach

Fast casual restaurant chain Chipotle integrated a mobile-first approach into its social channels to optimise multi-screening to raise brand awareness and engagement among consumers in the US.

Campaign details

Brand: ChipotleLead Agency: VibesRegion: North America

Objective

"The real challenge for mobile marketing isn't reaching that consumer, it's how do we break through to that consumer. It's not just getting on the screen, it's how do we break through the screen." Chris Brandt, Chipotle CMO

Chipotle's "Freeting" (free-tweeting) strategic objective was to create an emotional connection with their consumers through brand awareness and mobile engagement. The company wanted to engage consumers through multiple mobile channels in a unique way, while also attaining company goals of promoting free delivery, growing their loyalty program, and...

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