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Chipotle Partners with TikTok to Target Gen-Z and Millennials for ‘Boorito’ Promotion

BOSTON, USA - OCTOBER 21, 2014 : Chipotle Mexican Grill signboard on the wall in Boston. Chipotle is a chain of American restaurants serving mexican food - Image

It’s fascinating how quickly marketing tactics can change in today’s digital age. TikTok is one of this year’s fastest growing platforms to date, and companies like Chipotle have stepped up their Halloween campaign by partnering with TikTok to reach Gen-Z and millennial customers.

For #Boorito to happen this year, the fast food company is encouraging customers to make a TikTok video in their costume glory using the hashtag #Boorito. And yes, it’s a contest: the top five users with the best performing videos will receive a year of free burritos.

It’s not the first time Chipotle has turned to TikTok for marketing campaigns. Earlier this year, they collaborated for Cinco de Mayo as well as National Guac Day. CNN states that in the #GuacDance challenge, customers submitted a total of 250,000 video submissions, resulting in Chipotle selling 802,000 sides of guacamole.

Chipotle’s Halloween TikTok challenge starts Saturday, October 26 at 1am ET and ends on Friday, November 1 at 1am ET. And of course, customers in the US and Canada who dress in a complete costume can qualify for a $3 burrito on Halloween next Thursday, October 31st. Are you ready?

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Vivian Wang

Vivian is a travel enthusiast and food connoisseur living in New York City whose curiosity and passion for languages and culture has taken her across eight countries over the past year. When not writing, she can be found snacking on street food or wandering in a museum.

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