Cannes Lions

SITE OF THE DAY

MOTHER, London / CHIPOTLE / 2015

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Overview

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Overview

Description

We ran a local promotion to drive footfall to Chipotle's London restaurants, in which 2,000 burritos were given away every day for a week, activated by a series of short videos and experiential that were pushed out on social networks, media sites, OOH and on the streets of London. These videos used speed reading techniques (and we were first to do it) to release a series of extra long tongue-twister type urls that, when entered correctly, would offer a free burrito to the first 2,000 people to get there. It wasn't easy, but there's no such thing as a free lunch. New campaign assets were reactive and sent out every day, whipping London into a burrito crazed frenzy. We created a micro-site that issued vouchers to those who made it in time to be redeemed at any one of Chipotle's 6 London restaurants, and redeem them they did.

Outcome

- We achieved 66% redemption of our burritos, compared to an average of 18% for Chipotle's promotional campaigns. This makes Site of the Day their most successful promotion to date.

- 65,746,734 earned media impressions were achieved, including national press even though it was a local campaign.

- Over 2.5 million impressions on Twitter, which is pretty good for a locally activated campaign.

- Perhaps most importantly, it was the first time Chipotle had seen queues round the block in their London restaurants. That's some pretty good exposure right there on the streets of London.

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