Chipotle Mexican Grill turns 20 this Saturday. The popular food chain will celebrate its anniversary by kicking off a 20-day-long treasure hunt, “Adventurrito,” that offers a ‘burritoful’ grand prize of 20 years of free burritos (approximate retail value: $9,100).
Every day at 10:20 p.m. ET for the first 19 days, Chipotle will release a trivia question on Adventurrito.com, and players will be entered to win free burritos for one year (that’s one burrito a week for 52 weeks). Twenty winners will be chosen at random each day. On the twentieth day, Chipotle will release a final puzzle, and the first 20 players with the highest scores will be awarded free burritos until 2033.
According to Chipotle’s press release, the puzzles will vary in level from easy to challenging, and will “incorporate Chipotle history as well as its commitment to better food from more sustainable sources.”
Why I’m Curious: I always love to monitor various contest use cases for brands. Certain clever executions can have a profound impact on the business, and I am curious to see how this one resonates with the Chipotle consumers. I think the incentivized trivia piece is a nice way to increase consumer education about the brand’s social responsibility, which is a communication goal they’ve been trying to push for a while. This promotional effort seems to hit the strategic mark a bit more than last year’s Halloween contest for $2 burritos for customers who dressed in costume.