Monday Marketing Minute: Chipotle's Integrated Marketing Strategy
DC Marketing Pro’s Monday Marketing Minute, is a weekly feature that provides interesting and insightful marketing information, written to be read in a “minute.” We start off each week publishing a nugget about a marketing trend, an interesting marketing quote or relevant marketing article.
Here is your September 23rd Monday Marketing Minute:
This summer, Chipotle Mexican Grill announced it will become the first U.S. restaurant chain to remove as many GMO (Genetically Modified Organism) foods from its menu as possible. To complement the announcement, and to curb any skepticism about the source of their products, the company created and released a three minute video commercial on YouTube called “The Scarecrow.” The video appeals to emotion, includes a powerful ballad and impressive animation to make it extremely impactful.
The video has gone viral and received more than five million views in fewer than two weeks. It is a great example of how companies are utilizing digital resources to brand themselves in creative ways.
However, they didn’t stop there. Marketing these days requires integration. You don’t just create and release a commercial on YouTube, you integrate it. Chipotle created a mobile app videogame that presents the same concept as the commercial, and it is available for free downloading through the Apple App Store. Multi-channel marketing and integrated advertising are the new norm. The combination of viral video and videogame app is attractive to millennials, who are Chipotle's target audience for this campaign. What this new multi-channel campaign teaches us is the importance of knowing your audience and how to reach that audience.