Chipotle is following up on its well-received, original animated short film A Love Story with more engaging content. The quick-service restaurant chain created a memory matching game based on the short film to let fans play and win rewards for free food at Chipotle.
Chipotle is also launching an original weekly show on Snapchat called “School of Guac” to target 13-24-year-old college students, which make up a key audience demo for the company. It has seen some positive results from the first two episodes, including a lower-than-average drop-off rate of 4.7%.
What Brands Should Do
As consumer attention becomes increasingly fragmented and subpar mobile ad experiences drive many users to use ad-blockers, it is becoming more and more difficult for brands to reach their desired audiences via traditional media channels. Therefore, brands should take a cue from Chipotle’s content marketing efforts and explore interactive branded content and new platforms like Snapchat to circumvent consumers’ growing ad aversion and grab their attention.
For more information on how brands should leverage interesting branded content to earn consumer attention, check out the Ad Avoidance section of our Outlook 2016.
Source: Business Wire & Digiday
Read original story on: VentureBeat
Postmates, a 3-year-old on-demand delivery startup, has been slowly winning over major fast-food chains by proving it can drive demand and deliver on its promises. Merely weeks after striking an exclusive delivery deal with Chipotle, the Brooklyn-based startup has formally announced a similar deal with McDonald’s today, starting with a test program in New York City.
Although Postmates delivers orders to consumers with or without the consent of restaurants, these newly forged partnerships likely signal a future business model for Postmates where, with its open API, it can create a white-labeled local delivery network not just for take-outs, but all kinds of small parcels. By bringing more big-name brands into the on-demand economy, it might just upend the ecosystem of the food industry.
Chipotle recently produced Farmed and Dangerous, a Hulu series that seeks to be standalone entertainment rather than branded content. The four part mini-series comically condemns the industrial food system and after an initial reach, is seeking a TV network like a Showtime to continue the show. What’s more interesting is that Chipotle spent $1 million on production and developed the concept internally. The move raises two big issues. One, is the ROI justified and two, can branded entertainment run on ad-supported channels without conflict?