THE SCARECROW:
AN INTEGRATED MARKETING CAMPAigN
This summer, Chipotle announced its plans to become the first U.S. restaurant chain to remove as many GMO (Genetically Modified Organism) foods from its menu as possible. To complement the announcement, and to curb any skepticism about the source of their products, the company created and released a 3.5 minute video commercial on YouTube called "The Scarecrow." The video appeals to emotion, includes a powerful ballad and impressive animation to make it extremely impactful. Watch below.
The video went viral and currently has almost 8 million views, with more than five million views in the first two weeks alone. It is a great example of how companies are utilizing digital resources to brand themselves in creative ways.
However, Chipotle didn’t stop there, because they are aware that successful marketing in 2013 requires integration. You can't just create and release a commercial on YouTube and leave it at that. In an attempt to integrate the success of the video into its mobile strategy, Chipotle created a mobile app video game that presents the same concept as the commercial. It's available for free downloading through the Apple App Store.
The game description explains, "The Scarecrow needs your help to foil the evil plans of Crow Foods and break the crows‘ monopoly on food production and supply in the city of Plenty. Tilt your device to navigate through each level, outsmart the Crowbots, unlock extras, and restore hope for animals, farms, and the environment, while providing the citizens of Plenty a healthy and delicious alternative."
However, Chipotle didn’t stop there, because they are aware that successful marketing in 2013 requires integration. You can't just create and release a commercial on YouTube and leave it at that. In an attempt to integrate the success of the video into its mobile strategy, Chipotle created a mobile app video game that presents the same concept as the commercial. It's available for free downloading through the Apple App Store.
The game description explains, "The Scarecrow needs your help to foil the evil plans of Crow Foods and break the crows‘ monopoly on food production and supply in the city of Plenty. Tilt your device to navigate through each level, outsmart the Crowbots, unlock extras, and restore hope for animals, farms, and the environment, while providing the citizens of Plenty a healthy and delicious alternative."
The game gives real rewards redeemable at Chipotle locations across the country. This serves as a great incentive to download the game and become more exposed to the brand and its non-GMO stance.
Why a mobile game?
It’s all about the content, interaction, education and drive to store. The success of Chipotle’s Scarecrow has shown advertisers that mobile advergames are a huge untapped opportunity. It’s only a matter of time before other major brands catch on to the effectiveness of mobile games as advertising tools.
Chipotle had the following to say about its choice to employ a multi-channel marketing and integrated mobile campaign:
“'The Scarecrow' is at once an addicting game, a poignant short film, and a project that reflects what we believe in. The city of Plenty is a glimpse at a future that may not be far off. Processed food, animal confinement, and the use of synthetic growth hormones, non-therapeutic antibiotics, and toxic pesticides are rampant in our food supply. Educating people about alternatives is a journey for the Scarecrow, and it continues to be a journey for us. 'The Scarecrow' is another chapter in our commitment to Food With Integrity, and represents what we aspire to accomplish through this mission. Our goal for 'The Scarecrow' is to bring awareness of important issues to a broader audience, and we hope it entertains you as much as it makes you think."
VentureBeat reports that Chipotle Scarecrow is likely to go down as one of the most successful mobile marketing campaigns in history.
"Chipotle Scarecrow's animated film and mobile game was created to promote their Food with Integrity campaign. Within days of release, the Chipotle Scarecrow smartphone game was downloaded more than 300,000 times and is expected to grab over a million users in 6 months. Even after the dust settles, this game will remain installed on all of these smartphones — a banner ad reminding people about Chipotle every time they unlock their phone. Genius."
You can learn more and demo the game by visiting: http://www.scarecrowgame.com/
Download the free app here: https://itunes.apple.com/us/app/chipotle-scarecrow/id689470205?mt=8
Multi-channel marketing and integrated advertising are the new norm. The combination of viral video and video game app is attractive to Millennials, who are Chipotle's target audience for this campaign. What this new multi-channel campaign teaches us is the importance of knowing your audience and how to reach that audience. Chipotle does this perfectly with The Scarecrow campaign. They also show their dedication to corporate social responsibility through their viral video and mobile video game.
It’s all about the content, interaction, education and drive to store. The success of Chipotle’s Scarecrow has shown advertisers that mobile advergames are a huge untapped opportunity. It’s only a matter of time before other major brands catch on to the effectiveness of mobile games as advertising tools.
Chipotle had the following to say about its choice to employ a multi-channel marketing and integrated mobile campaign:
“'The Scarecrow' is at once an addicting game, a poignant short film, and a project that reflects what we believe in. The city of Plenty is a glimpse at a future that may not be far off. Processed food, animal confinement, and the use of synthetic growth hormones, non-therapeutic antibiotics, and toxic pesticides are rampant in our food supply. Educating people about alternatives is a journey for the Scarecrow, and it continues to be a journey for us. 'The Scarecrow' is another chapter in our commitment to Food With Integrity, and represents what we aspire to accomplish through this mission. Our goal for 'The Scarecrow' is to bring awareness of important issues to a broader audience, and we hope it entertains you as much as it makes you think."
VentureBeat reports that Chipotle Scarecrow is likely to go down as one of the most successful mobile marketing campaigns in history.
"Chipotle Scarecrow's animated film and mobile game was created to promote their Food with Integrity campaign. Within days of release, the Chipotle Scarecrow smartphone game was downloaded more than 300,000 times and is expected to grab over a million users in 6 months. Even after the dust settles, this game will remain installed on all of these smartphones — a banner ad reminding people about Chipotle every time they unlock their phone. Genius."
You can learn more and demo the game by visiting: http://www.scarecrowgame.com/
Download the free app here: https://itunes.apple.com/us/app/chipotle-scarecrow/id689470205?mt=8
Multi-channel marketing and integrated advertising are the new norm. The combination of viral video and video game app is attractive to Millennials, who are Chipotle's target audience for this campaign. What this new multi-channel campaign teaches us is the importance of knowing your audience and how to reach that audience. Chipotle does this perfectly with The Scarecrow campaign. They also show their dedication to corporate social responsibility through their viral video and mobile video game.