"Chipotle is attempting to cash in on Super Bowl hype without a traditional in-game commercial by dropping up to $1 million in free entree codes on Instagram Reels during the game on Feb. 8, according to a press release. The chain will share a 30-second Reel during the Super Bowl that promotes its real ingredients. The video, which will include the one-time drop of free entree codes, will go live ahead of the third quarter after a different brand's artificial intelligence-generated ad airs during the broadcast."
"The effort, which appears to be a playful shot against Svedka and its Shake Your Bots Off ad, comes as other brands similarly poke fun at AI and is an example of how advertisers are hoping to tap into Super Bowl hype without the costly investment. While Chipotle won't be airing a traditional Super Bowl ad this year, the chain still plans to tap into the hype with a free entree code stunt that could help it gather valuable customer data."
Chipotle will not air a traditional Super Bowl commercial and will instead share a 30-second Instagram Reel during the game promoting its real ingredients. The Reel will include a one-time text-to-claim code redeemable for a free entree and will go live for about 30 seconds ahead of the third quarter. Up to 100,000 consumers may receive free entree codes, representing up to $1 million in value. The timing aligns with a rival brand's AI-generated ad, and the stunt aims to both poke at AI-driven advertising and collect customer data without purchasing costly Super Bowl airtime.
Read at www.marketingdive.com
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