Chipotle has admitted to a fake-hacking this past Sunday, July 21st. According to Fast Company’s article, “The idea was to generate some column inches and maybe increase Twitter followers.”
Why I’m Curious:
We all know hackings of any kind with any brand can generate buzz (think back to Burger King earlier this year). Most hackings leave a mess for brands to clean up with controversial tweets/posts being shared unapproved by the brand. The controversial and unexpected content is part of the draw… so why stage your own hacking with nothing but boring, meaningless tweets? According to Chris Arnold, a Chipotle representative, “It was definitely thought out: We didn’t want it to be harmful or hateful or controversial.”
I think we can all agree, the content below is bland and meaningless.
Isn’t it more worthwhile to create a unique campaign or killer content to generate buzz about your brand/company? I would think so. Chipotle has done nothing but embarrass themselves and demean their social credibility.