Chipotle uses Threads for National Avocado Day concert ticket giveaway

Chipotle is pouring significant marketing resources into Threads, becoming what it says is the first major restaurant brand to host a sweepstakes on Meta’s new platform. The “Get in the Pit” effort, which involves giving away concert tickets for National Avocado Day on July 31, comes amid Twitter’s sudden rebrand to X, which has generated plenty of skepticism from social media pundits. Check out the latest Ad Age events and award programs Although Sweepstakes have been a popular brand marketing tactic on Twitter (now X), “National Avocado Day presented the perfect opportunity to test and learn on Threads and grow a new community,” said Candice Beck, Chipotle's director of social & influencers. The restaurant chain has used Twitter for hosting sweepstakes in the past, including a burrito giveaway for the NBA Playoffs during the spring. It also teamed up with the U.S. Women's World Cup team for a sweepstakes hosted on the team's X account. Chipotle has about 98,000 followers on Threads, compared to 1.2 million Instagram followers; 2.2 million on TikTok; and 1.3 million on X. For comparison, McDonald's has 355,000 Threads followers. The chain will use X and other platforms to promote the National Avocado Day sweepstakes on Threads, which Meta opened to the public earlier this month. Also read: How social media managers are navigating Threads For the “Get in the Pit” sweepstakes on July 31, Chipotle will post text-to-win codes from on Threads at the top of every hour from 10 a.m. ET to 10 p.m. ET. The 1,000th fan to text the designated code to 888222 each hour will receive a pair of tickets to a concert or music festival of their choice for a total of 13 winners and their plus-ones. Post by @chipotle View on Threads Winners have to be 18 years or older, and the concert must be scheduled to take place in the U.S. between Aug. 10 and Dec. 31, 2023. The total value of each ticket, including taxes and fees, cannot be more than $5,000. Each potential winner has to identify three concerts in order of preference, so that if Chipotle strikes out on the first choice, it has two other options. If the chain can’t get tickets for a winner within 30 days, it will give the person $100. Chipotle Rewards members can still get free guacamole on July 31 by using the promo code “AVO2023” on the Chipotle app or website. “National Avocado Day, one of our most popular 'Chipotdays,' has long given our fans something extra to celebrate on July 31,” said Chris Brandt, Chipotle’s chief brand officer, in a press release. “We're excited to continue the tradition this year by offering free concerts and fresh, hand-mashed guac to our fans.”

Chipotle uses Threads for National Avocado Day concert ticket giveaway

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