Chipotle takes over Venmo feed to launch new loyalty program in first ever partnership

Chipotle partners with leading P2P payments app to become the first brand to pay fans directly.

Published On
Jul 29, 2019

Description

To launch Chipotle’s loyalty program, Chipotle looked to see where their fans are actually talking about money. That led to Venmo, Gen Z’s go-to peer to peer payments platform, which they saw as an emerging social platform. The only problem: Venmo doesn’t allow advertising. So Chipotle earned buzz across press, social media, and in the feeds of our most loyal fans by creating a first-ever Venmo partnership. Chipotle took over the global Venmo feed, by directly paying 100,000 fans a total of $250,000, so they could experience how good it feels to get rewarded by Chipotle. Each payout showed up in the Venmo feed, acting as free advertising. Because no brand had ever paid out using Venmo, fans shared screenshots in disbelief to social media. In the end, they showed that it pays to be loyal to Chipotle.

Credits

Date
Jul 29, 2019
Agency :
Day One Agency
BCW New York
Deloitte

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Project Type