Anyone who knows me well knows that I am a big fan of the Chipotle restaurant company. I first discovered Chipotle when I was living in Pacific Beach in San Diego CA, and noticed that I had started going there to the exclusion of the dozen other excellent burrito shops on my street. Besides having outstanding food and being a leader in bringing natural food to the fast-casual dining segment, Chipotle is simply awesome in defining their brand (Food with Integrity) and living it in every aspect of the customer experience. For full disclosure, in addition to being a fan of Chipotle, I am also a shareholder, having owned CMG for the past four three years or so.
This week, Chipotle announced the winners of their MyChipotle Gourmet Burrito video contest, where Chipotle fans created videos to celebrate their favorite customized burritos at the restaurant. You can see the winner on the contest web site, although my personal favorite is the #2 finisher, Clay, with his Andy Samberg-inspired music video for “The WT” (mmm… with a little bit o’ lettuce), which got over 12,000 votes from visitors to the site. The production quality of the top videos is impressive–and you can see the contest entrants gleefully showing their love for Chipotle perfectly in line with the Chipotle brand qualities of great food, creativity, sense of humor, and fun.
A lot of companies try to execute viral marketing campaigns based on user generated content, especially home-made videos, in line with the company brand. The reason this Chipotle contest has worked so well is they start with the key ingredient that is essential for this type of campaign to succeed–rabid, loyal customers who absolutely love the product and company and are already moved to express that to their friends and the world. The viral video campaign is merely an excuse for passionate customers to express what they already feel, not a gimmick to inspire them to have passion for the brand in the first place.
In other words, if you want to make a successful viral video campaign, make a great burrito.
Just a few days ago, I was showing a friend an iPhone app for Chipotle Ordering. She’s a huuuge fan, as it seems you are also.
They do a very good job of being in the forefront in our age of here, now, and faster, but unique.
Yes, plus healthy (if you are careful with the add-ons) and good-tasting!
24 hours later and I have to tell you, this blog entry is really inspiring! It’s given me the push to brainstorm and put into action some viral events that are scattered & fragments of thoughts right now.
Thanks!
Awesome, looking forward to the next viral campaign!