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.
This video launches a contest that will have the company turn some Pinterest boards into reality, with $25,000 going towards making each one come true. It has already happened once before with Keri Pfeifer, whose perfect morning took place in Tulum on Mexico’s Yucutan. This promotional video will be used to advertise the contest.
Why I’m Curious
I think this is a fun spin on the (becoming) typical Pinterest contest. Most Pinterest contests require consumers to pin inspirational boards like this – but with strict guidelines of sticking to a certain designer or a narrow theme. The first winning pinboard was pretty scattered, and I’m sure others will be as well, but I think that’s what made the video so intriguing.
I’m interested to follow this campaign and see how fans visualize their perfect morning and how Burt’s Bees will promote the winnings, if it’s through video (which can get old) or albums, posts, etc.
Seven finalists will be chosen next month and each will receive $10,000 to develop their prototypes. After presenting their ideas to the company, a grand prize winner will be announced. They’ll receive the big check and work with the company to bring their idea to life.
CMO Jeffrey Jones stated, “Target is using QR codes and mobile gift cards with its mobile app to increase loyalty and value for their customers and hopefully make shopping there a whole lot easier and enjoyable. “Ultimately, to be able to engage a brand wherever and whenever you want is where we’re headed.”
Why I’m Curious
Nike and BMW have recently launched similar campaigns where they create a bit of competitiveness among consumers and it kind of makes sense for lifestyle and luxury brands, but I also think it’s interesting how Target likes to position themselves that was as well.
I’m really interested to follow along with this campaign and see what technology developers will use to try to win. Even more, I’m excited to see how adaptable the winner’s app is, and whether or not it will take off and impact retail, or just a fun campaign for Target to get inspiration for something bigger.
During the opening weekend of James Bond movie Skyfall, Sony Mobile carried out a stunt in true undercover manner to promote the waterproof smartphone Xperia acro S.
Patrons attending the James Bond flick “Skyfall” were given free sodas at the start of the movie. Before the movie started, a video played, telling the audience that some of those soda cups had free Xperia phones inside them. If your cup rang, the (now sopping wet and probably sticky) device, was yours.
Why I’m curious:
When tying a brand sponsorship it is often difficult to find the right angle that makes the combination cohesive, I love this execution of using the phone attributes to give the winner a spy-like experience.
The Red Bull Creation network invites inventors, makers and hackers to create the future. Teams are tasked with a limitation on one spcific topic and 72 hours to develope a functioning, original creation from that one topic.
Twelve teams have been chosen to build, tinker and engineer around a theme that will be announced at the beginning of the event. The teams will be filmed live and the stream will be broadcasted via the web so viewers can tune in to see the progress. High scoring teams will be invited to participate in final rounds at New York City’s World Maker Faire 2012 in September 2012.
All the information is conveniently located on their throwback website that is an amazing mix of AOL greatness and an old Mac GUI.
Why I’m curious:
We continue to see brands crowd sourcing hackers and inventors for their own good. From hackathons around the globe to Intel Innovators App on Facebook we can see that sometimes to create something unique all you need to do is build it (a platform, offer an incentive) and they will come.
As part of their “Champions Drink Responsibly” campaign, Barcardi created a game where Facebook fans have the opportunity to compete against tennis champion Rafael Nadal using a robot. Players are given an advantage with the RoboServ 3000, a 12-foot machine that can accurately serve the ball into any part of the court. The player can control RoboServ in multiple ways, including its position and the speed and spin of the ball. The aim of the game is to ‘ace’ Nadal to win a game of tennis.
Why I’m curious:
While I’m not 100% sure the game ties well into the Barcardi campaign, it was a lot of fun “serving” against Nadal. I like the idea of using a robot to play Nadal. I think it would be a lot more interesting and buzz worthy if the robot was playing Nadal live.
To promote their home cinema solutions, Pause Swedish electronics retailer created a movie trailer called Heist. The trailer invites viewers to break in to their stores and steal an LED television worth $5,700 dollars.
On November 10th after the store’s closing, online viewers will be tasked with deactivating the store’s security system and actually break in. But it’s not a one-burglar job–you’ll need to tag team with a buddy in order to crack the code.
In order to enter the store, and, as copywriter Joakim Labraaten puts it, make some “Tom Cruise-moves,” you’ll need the assistance of a partner at a computer to help you shut the security system down and crack codes along the way. The contest begins November 10th, after Pause shuts down for the evening, and then ends when an LED television set is finally removed from the store.
But even those who don’t get away with a new set enjoy some benefits. Those who crack the door code get a 10% discount off Pause products, those who get past the motion detector get 20% off and if you actually make it into the showroom with the TV, you get a 30% markdown off goods.
Why I’m Curious:
By turning their retail environment in to an entertainment experience, Pause is able to promote their specialty- home entertainment- and provide value to viewers. This way, it connect the online world with their physical store.
It accurately targets their tech-loving target by giving them a challenge that appeals to their unique interest- hacking- and encourages sharing by making the heist a team effort. Finally, it directly rewards all the people who decide to engage with the heist through discounts or an actual physical good.
Awhile back I wrote about Uniqlooks, Uniqlo’s global UGC streetstyle blog. Today — just in time for NYC Fashion Week — they launched a Uniqlooks NYC streetstyle contest for a chance to take part in a professional photoshoot, be featured on our global Uniqlooks page, win a $1,000 Uniqlo gift card and entry for two to our 5th Avenue Opening Night Gala.
Why I’m curious:
UGC streetstyle blogs are not new; branded UGC streetstyle blogs kind of are. Sweepstakes are not new; local sweepstakes from a global brand kind of are. What’s most fascinating is the local aspect from a global brand. I don’t see any local contests from other fashion hubs like Milan, Paris, etc., but maybe they’re operating on the Fashion Week calendar to wait to drop the next local installment. Will be interesting to keep an eye out.
Can You Serve, an original 8-part reality series in Singapore that focuses on finding the country’s best customer service individual has just launched their latest challenge: Singapore’s Biggest Tip Jar combines a real mechanical contraption with Facebook Likes. Each Like is converted into a real $1 coin that gets added to the jar, which will be won by the most-voted establishment.
The Metropolitan Museum of Art in New York City is hosting a photo contest called ‘Get Closer.’ The promotion invites Met visitors to submit a photo of one detail in a single work of art from the Met’s permanent collection that captures imagination, along with a photo of the full work of art and a brief text (approximately 50 words) describing why that detail is compelling. The Museum will then select five winners, whose entries will appear on the Met’s website. Each winner will receive a one-year Individual Museum Membership.
‘The Crucifixion with Saints and a Donor” (Joos Van Cleve, oil on wood, 1520) is featured in this post as an example submission. The participant called out how the cracking of the paint is a remarkable detail that only adds to the work’s beauty. The ‘close up’ photo really brings this observation to life!
Why I’m Curious:
This program interested me first and foremost because it is really effective at getting brand advocates to tell the brand story in an organic way. As I read through the entries on this page, it feels as though the visitors are becoming the curators. This reversal of roles is a really interesting and bold play for an institutional organization like a museum.
I’m also really impressed by the resourceful execution on Tumblr. Photo contests are discussed all the time but it often seems like development and execution is viewed to be a large hurdle that requires significant planning. This approach to photo contests on Tumblr is effective and it also seems as though it could be developed on the turn of a dime. For those unfamiliar, Tumblr is a blog platform where anyone can post to your blog space. While Tumblr will not host the fullfillment aspect, the Met’s selection process is based on judges, which allows the program more flexibility.
Overall, this program is really effective at driving marketing value; it facilitates awareness of pieces in the collection, engagement for viewers to play the role of curator, and it also drives consideration by making membership the prize of the program.