Chipotle's Innovative Marketing Move: Using Threads for National Avocado Day

Chipotle is once again proving its prowess in creative marketing strategies, this time by using Threads, the Instagram platform, to celebrate National Avocado Day on July 31. The "Get in The Pit" campaign combines the chain's yearly celebration with in-person music experiences, targeting younger consumers, while also exploring the possibilities of Meta's new offering.

During a 12-hour period on July 31 (10 a.m. to 10 p.m. EST), Chipotle will drop text-to-win codes on its Thread's profile. The 1,000th fan to text the code each hour will receive a pair of concert or festival tickets of their choice, totaling 13 winners. This interactive activation not only engages fans but also reflects the growing trend of using alternative social media platforms like Threads for marketing purposes.

This marketing endeavor comes as Chipotle continues to expand its loyalty program, reaching 33 million members in Q1 of 2023. Previous initiatives, such as the "Freepotle" perk promoted on TikTok and Instagram, have shown the brand's commitment to innovative and engaging campaigns. The latest Threads activation marks a significant milestone, as it represents the first time a major restaurant brand will host a sweepstakes on the platform, making Chipotle a trailblazer in exploring marketing opportunities beyond traditional social media platforms.

Though Threads experienced early success with 117 million users, it has faced challenges, with daily active users dropping by approximately 70% since launch. Chipotle's decision to leverage the platform for this campaign not only demonstrates their ability to tap into emerging trends but also opens new possibilities for other brands considering the platform for marketing activations.

With Chipotle's track record of creative National Avocado Day campaigns, this year's celebration is undoubtedly going to be a hit among Gen Z consumers. By combining music experiences, exclusive prizes, and social media engagement, Chipotle continues to set the bar high for innovative marketing in the fast-food industry. As the digital landscape evolves, it's exciting to see how brands like Chipotle embrace new platforms and technologies to connect with their target audiences.