Chipotle Hiding $1M of Free Burritos in Basketball Ads

    Industry News | July 7, 2021
    Chipotle TV.
    Chipotle
    At any point during the remaining games in the series, Chipotle will air a broadcast TV commercial with a keyword hidden in the end card.

    Chipotle Mexican Grill announced it is raising the stakes on the 2021 Men's Professional Basketball Championship Series and hiding up to $1 million (or even more) of free burritos in its TV ads.

    At any point during the remaining games in the 2021 Men’s Professional Basketball Championship Series, Chipotle will air a broadcast TV commercial with a keyword hidden in the end card. To score a free entrée, fans will have to put a full court press on texting the keyword to 888-222.

    How It Works

    Did you catch it? During last night's Game 1 broadcast, Chipotle hid a unique keyword that unlocked 10,000 free burritos at the end of its ad. Without a heads up on the tip-off, the "no look" attempt came as a surprise to basketball fans. As the series progresses, the brand will continue to offer a number of prizes that varies from game to game.

    At any point during the remaining games in the series, Chipotle will air a broadcast TV commercial with a keyword hidden in the end card. With the word now officially out, codes will go fast. To score a free entrée, fans will have to put a full court press on texting the keyword to 888-222.                                                                                                                                 

    Tip Off Schedule

    Game 2 - Thursday, July 8

    10,000 free burritos

    Game 3 - Sunday, July 11

     20,000 free burritos

    Game 4 - Wednesday, July 14

    30,000 free burritos

    Game 5 (If necessary) - Saturday, July 17

    40,000 free burritos

    Game 6 (If necessary) - Tuesday, July 20

    10,000 free burritos

    Game 7 (If necessary) - Thursday, July 22

    10,00 free burritos

    "The final games of the basketball season are arguably some of the most entertaining moments of the year," says Chris Brandt, Chief Marketing Officer. "Along with the high-profile player matchups, off-court storylines, and fan interactions, our hidden code giveaway creates another 'game within the game' and elevates the viewing experience for our fans during breaks in the action."

    Award Winning "Freeting"

    Chipotle has become known for identifying innovative solutions for engaging with its fans, during the Men's Professional Basketball Championship Series in 2019, it premiered "freeting." Every time an on-air announcer said the word "free" during the official coverage of the series, @chipotletweets live tweeted a unique code good for a chance to score a free burrito. Chipotle gave away one million dollars of free burritos during the campaign and received recognition from Digiday with a 'Best Use of Mobile' award, Adweek's Constellation award, and was also a finalist for the 2020 North American SABRE awards, Shorty Awards, and Webby Awards.

    NO PURCHASE NECESSARY. Open to legal residents of the 50 U.S. & D.C. who are 13 years of age or older (minors must have parental consent). Promotion Period begins at the start of the live telecast of each game and ends the earlier of: (i) the end of the live telecast of the game or (ii) when all available prizes have been awarded. To enter, text the code that appears in the ad to 888-222. See Official Rules http://chipotle.com/text for additional eligibility restrictions, prize descriptions/restrictions, odds and complete details. Limit (1) entry per person.  You acknowledge and agree that Chipotle will let you know if you're a winner by sending you a text message.  Standard text and data rates may apply. Sponsor: CMG Strategy Co., LLC.

    News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.