In an age of competitions becoming almost exclusively lame, an engaging, fun, and worthwhile one deserves celebration. Chipotle has managed to put something together that puts their unique personality on display with Adventurrito. What makes it better than the average “Like Fest”?
- The reward is actually worth doing something for: 52 free burritos (possibly each year for 20 years)!
- It’s not too demanding. If I had to solve a puzzle each day for 20 days, that’d be too much. The way they have it set up, though, I can hop in on any day.
- There’s a level of chance as they pick winners at random on most days. Strict competitions scare away people who don’t really care that much.
Overall, the idea and execution on branding here is spot-on. It suits Chipotle and comes across as friendly without being confusing. The big takeaway: make sure the winners get a prize worth having, lower the barrier to entry, and make it fun.