ADVENTURRITO: AN INTEGRATED SMS & MOBILE GAME CAMPAIGN
This summer, as part of it's 20th birthday celebration, Chipotle employed a 20-day puzzle scavenger hunt to acquire, transact, reward and retain their customers through an integrated mobile campaign that combined text messaging, mobile gaming and social media to interact. It was nicknamed "Adventurrito" and generated huge participation.
The premise of the campaign was to challenge consumers to complete 20 different online puzzles for the chance to win one free burrito per week for 20 years. Chipotle provided participants with clues in exchange for their smartphone telephone numbers. The device users could then use those clues as a part of a fun promotion to solve puzzles and win free food.
The campaign was aimed not only at increasing goodwill, but also as a way to provide customers with general Chipotle location information.
The premise of the campaign was to challenge consumers to complete 20 different online puzzles for the chance to win one free burrito per week for 20 years. Chipotle provided participants with clues in exchange for their smartphone telephone numbers. The device users could then use those clues as a part of a fun promotion to solve puzzles and win free food.
The campaign was aimed not only at increasing goodwill, but also as a way to provide customers with general Chipotle location information.
At the center of this mobile marketing campaign was text messaging. SMS was used not only to issue the clues to give the participants what they need to solve the puzzles, but also for providing those same individuals with general Chipotle restaurant info that effectively boosts foot traffic to the various locations.
The entire process began with a short code number printed at the bottom of each receipt at Chipotle. By texting a keyword to that number, the participant signed up for the mobile marketing campaign, and a hint to the daily puzzle was issued. There was a clear disclaimer provided that allowed customers to know that they were being added to the SMS program if they sent the keyword to the number.
The keywords, numbers, and puzzles for this mobile marketing campaign changed on a daily basis. The company utilized its social media channels to distribute the clues to ensure participation even by those who do not want the text messages, allowing Chipotle to see increased traffic to its Google+, Facebook and Twitter sites.
The keywords were used to unlock puzzles that could be found on the mobile application or online. If consumers correctly solved a puzzle, they were given a virtual medallion. They had to collect 19 medallions to unlock the 20th puzzle, and the top twenty grand prize winners were chosen by their puzzle scores and completion times. These winners received a prize of one free burrito per week for 20 years.
The entire process began with a short code number printed at the bottom of each receipt at Chipotle. By texting a keyword to that number, the participant signed up for the mobile marketing campaign, and a hint to the daily puzzle was issued. There was a clear disclaimer provided that allowed customers to know that they were being added to the SMS program if they sent the keyword to the number.
The keywords, numbers, and puzzles for this mobile marketing campaign changed on a daily basis. The company utilized its social media channels to distribute the clues to ensure participation even by those who do not want the text messages, allowing Chipotle to see increased traffic to its Google+, Facebook and Twitter sites.
The keywords were used to unlock puzzles that could be found on the mobile application or online. If consumers correctly solved a puzzle, they were given a virtual medallion. They had to collect 19 medallions to unlock the 20th puzzle, and the top twenty grand prize winners were chosen by their puzzle scores and completion times. These winners received a prize of one free burrito per week for 20 years.
The campaign featured many different mobile aspects and integrated them together perfectly. Participation was huge and Chipotle reaped the benefits in the form of increased store traffic, sales and social media interaction. They took everything they learned from this campaign and applied it to their most recent integrated mobile campaign, The Scarecrow, which has shown to be wildly successful thus far.