Chipotle’s Halloween Fundraiser Shows Good Use of Video!

Halloween themes can go spookily right, or eerily wrong, both in our marketing campaigns and on our front porches. Success usually comes down to a matter of taste.

Of course, for Chipotle, “taste” has double meaning. The Mexican grill’s annual Boorito fundraiser includes a substantial social media contest and discounted food offer, with proceeds going to a good cause, but it’s their Youtube-based ad spot that’s gaining the most press.

The details: after 4 p.m. on Oct. 31, patrons can eat a burrito, bowl, salad or tacos for $2 each—as long as they arrive in a Halloween costume—and also enter for a chance to win $2,500 and other lesser value prizes in a Facebook-based costume contest. During the event, food sale proceeds (up to $1M) go to Chipotle Cultivate Foundation, which supports sustainable agriculture, family farming and culinary education.

Press coverage including Huffington Post, Mashable and AdWeek includes the aforementioned details, but their headlines highlight the Boorito 2012 video spot starring funnyman Rob Riggle as a nonchalant Frankenstein who gushes about kids and Halloween traditions while simultaneously scaring children and stealing their candy. With more than 163,000 views on YouTube as of Oct. 29, 2012, the short’s popularity could stem from Riggle’s fan base from his comedic work including the “The Daily Show” and “The Hangover.” Scroll down to watch “Do Some Good This Halloween” at the end of this post.

This isn’t the first year a video brought attention to Chipotle’s Booritio event. In 2011, their award-winning elegant stop-motion ad titled “Back to the Start” gained widespread applause.

Those familiar with Boorito in years past may be happy—or sad—to learn tin foil burrito costumes are no longer a requirement to participate. Any Halloween costume will do. To take part in Boorito 2012, find a Chipotle near you here. 

What do you like the most, and/or what do you think could be improved, in the Chipotle Boorito campaign next year? Can you provide examples of Portland-based companies incorporating Halloween into a social media contest or other marketing effort? Let the AMA PDX community know in the comments.

Have a Happy Halloween, all!


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