Chipotle's $1 Million Burrito Bonanza: Unveiling the Burrito Vault Game
In celebration of National Burrito Day, Chipotle engages fans with an interactive web game where players must accurately guess two specific order combinations to unlock a promotional code for free burritos.
Chipotle Mexican Grill introduces Burrito Vault game for National Burrito Day
Chipotle Mexican Grill has unveiled a new interactive game called Burrito Vault, aiming to give away more than $1 million worth of free burritos. This initiative coincides with National Burrito Day on April 4th.
Players who participated in the online game on April 2 and 3 were given a challenge. They had to guess two specific combinations in the correct order to unlock the bank. The first 50,000 players who successfully cracked the vault code each day received buy-one-get-one free entrée codes.
These special codes can only be used on National Burrito Day. In addition, all players who managed to unlock the Burrito Vault were automatically entered into a sweepstakes. 53 lucky winners, symbolizing the 53 fresh ingredients Chipotle uses, will be chosen to receive free burritos for an entire year.
National Burrito Day Promotions by Chipotle:
Chipotle, known for their delicious burritos, takes full advantage of National Burrito Day for some fun marketing opportunities. They have been running promotions for the event for years, incorporating cultural references and engaging activities. Some of their past promotions include giving away free burritos through text-to-win codes on Twitter, allowing customers to create their own virtual burritos in the metaverse, and even offering the chance to win "Burritos or Bitcoin" to lucky fans.
Chipotle's latest promotion aims to reward its loyal customers by offering them a chance to win a promo code for a free burrito. On April 2 and 3 at 12pm P.T., customers can participate in the Burrito Vault game by guessing two exact order combinations ingredient by ingredient. The first 50,000 participants each day who successfully crack the code will receive a promo code.
The Burrito Vault game draws inspiration from popular digital word games like Wordle, which have gained immense popularity. This game not only entertains customers but also highlights Chipotle's vast menu, boasting over 1.34 billion possible burrito combinations made from 53 fresh ingredients. Players can make up to four attempts per day and winners need to input their phone number to receive their promo code, providing Chipotle with valuable consumer data.
Chipotle is offering a $0 delivery fee to all Chipotle Rewards members who order using the code "deliver" on their website or app. Additionally, 53 lucky customers who successfully unlock the Burrito Vault game will win free burritos for a year.
Taking advantage of brand-relevant national days could help Chipotle strengthen its loyalty and rewards programs. Last year, the brand gave away free concert tickets on National Avocado Day through social platform Threads to attract more customers to its loyalty program. Chipotle also introduced a "Freepotle" perk, offering members up to 10 free food items in 2023. Chipotle CEO Brian Niccol highlighted in a recent earnings call how these promotions are boosting the company's profits.
Niccol shared that through the data gathered from Freepotle drops, they gained valuable insights into their rewards members. This will help them enhance their ability to provide more personalized experiences in the future. He believes that they are moving towards a long-term strategy of using customer data and insights to create more focused marketing campaigns. This will lead to an improved digital experience, resulting in increased customer engagement and spending over time.
Editor's P/S:
Chipotle's Burrito Vault game is an ingenious way to engage customers and celebrate National Burrito Day. By incorporating elements of popular word games, the game not only entertains but also showcases Chipotle's extensive menu and rewards loyal customers. The sweepstakes offering free burritos for a year adds an element of excitement and encourages participation.
Chipotle's focus on brand-relevant national days is a smart marketing strategy. By leveraging these occasions, the company can create memorable experiences that strengthen its loyalty and rewards programs. The data gathered from these promotions provides valuable insights into customer behavior, allowing Chipotle to personalize future campaigns and enhance the overall digital experience. This approach aligns with the company's long-term strategy of using customer data to drive growth and increase customer engagement.
