Chipotle is an American fast-food chain that specializes in tacos and burritos that are made to order in front of the customer.

What was the #Boorito Challenge?

In 2020, Chipotle used TikTok as the focal point of their annual Boorito Halloween promotion. They made their annual "Boorito" Halloween celebration an all-digital event to avoid crowding its restaurants during the COVID-19 pandemic. TikTok users who recorded videos of themselves morphing into their Halloween costumes had a chance to win a buy-one-get-one-free burrito coupon.

Why the #Boorito Campaign Worked

Their Boorito Halloween promotion was already an annual celebration for Chipotle. The brand’s 2020 Boorito campaign encouraged customers to be creative and avoid crowding Chipotle’s restaurants during the COVID-19 pandemic. Customers who engaged with the campaign were rewarded, leading to higher customer satisfaction.

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