Cannes Lions
CAA MARKETING, Los Angeles / CHIPOTLE / 2018
Overview
Entries
Credits
Description
SAVOR.WAVS Ingredients By Chipotle. Produced By RZA - a campaign of infinite musical possibility featuring 51 sounds inspired by Chipotle’s 51 real ingredients. Recorded using only real instruments.
To tell the story of its real ingredients Chipotle enlisted RZA, a food advocate and the musical genius behind Wu-Tang Clan, to create the ingredients to our campaign. Each sound powered a 360-mobile experience, where anyone could compose the sound of her or his Chipotle order. The process mimicked the line at Chipotle and uniquely generated an immersive, WebGL, animated music video based on the ingredients found in the order.
RZA invited the Wu-Tang Clan, The Head and The Heart, AWOLNATION, GRiZ, and PANG! to create original tracks using the ingredient stems in their favorite Chipotle order.
A fully-integrated campaign brought SAVOR.WAVS to life including a music video, commercials, audio, paid social, and digital takeovers on Spotify, SoundCloud, and Complex.
Execution
During the six week campaign, our talent partners promoted SAVOR.WAVS through digital and social platforms targeting music and food lovers everywhere. We partnered with Complex and created Snapchat videos for their Discover channel featuring RZA describing the project. The six original songs produced by RZA and the remix artists were promoted as part of a first-of-its-kind Spotify partnership, placing the songs on artist pages and within Spotify curated playlists based on genre and artist type. Each artist also promoted the tracks through Facebook, Instagram, and Twitter, putting the original tracks directly in front of their passionate fans. For these whitelisted posts, the original tracks were set to the same WebGL animations generated by the site for artists to share their music and the SAVOR.WAVS experience simultaneously. We also posted RZA’s 51 stems on Soundcloud, allowing the largest creative musical community to compose their original personalized SAVOR.WAVS track.
Outcome
Over the course of the program, almost 9 million users visited savorwavs.com, and despite lower sentiment for the brand as a whole due to the negative news cycle, brand sentiment for SAVOR.WAVs was high (76% positive for the experience vs. 22% for the brand). As part of the marketing initiative, for the first two weeks, users were rewarded for taking part in a BOGO for a free meal at Chipotle. We issued just over 3.5 million offers through the experience, and of the customers who redeemed their BOGO, nearly 40% were new/lapsed customers versus existing. Additionally, thanks to an intense PR event with RZA explaining the project, along with overall PR efforts, we generated 46 unique stories for more than 350 million impressions. Press coverage spanned everything from food and tech outlets to music publications and more thanks to the diversity that existed within the platform.
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