Chipotle Celebrates 20th With Treasure Hunt

Chipotle Mexican Grill will celebrate its 20th anniversary with an “Adventurrito treasure hunt" --  a 20-day-long series of puzzles and daily prizes leading up to a grand prize of free burritos for 20 years.

The promotion launches on the chain's anniversary, July 13. During the first 19 days of the contest, Chipotle will unlock a daily puzzle each evening at Adventurrito.com. Players who attempt to answer the puzzle within 24 hours will be entered into a daily lottery in which 20 winners per day will receive a year of free meals at Chipotle.

The first 19 puzzles will vary from quick, easy puzzles to more challenging game play, and will incorporate Chipotle history and its brand mission (better food from more sustainable sources). 

Each puzzle will be accompanied by a video clue presented by high-profile friends of Chipotle, including Willie Nelson, Grouplove, Abby Wambach, Bill Niman, Paul Willis and Colorado Gov. John Hickenlooper. 

Puzzle hints in the form of haikus, or “Hai-clues,” will also be available to players who need help solving the puzzle. Hints can be unlocked by visiting any Chipotle restaurant and texting a unique receipt code (found at the bottom of all Chipotle receipts during the contest) to 30364. Players will receive a hint code that can be entered at Adventurrito.com to reveal the clue. Once a puzzle is answered correctly, the player earns a medallion. 

All 19 medallions must be collected at some point during the first 19 days to unlock the final puzzle on day 20. 

That grand prize puzzle will be a game of skill, based on players’ speed and accuracy. It will also require substantial knowledge of Chipotle trivia and history. The first 20 people to answer the 20th puzzle correctly beginning at a specified time on Aug. 2 will be awarded with free burritos for 20 years.

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1 comment about "Chipotle Celebrates 20th With Treasure Hunt".
  1. Dana Farbo from Sparks Grove , July 3, 2013 at 8:51 a.m.
    I like this progressive style of engagement. It keeps the audience in anticipation and yet if done right, allows for catch up by late comers. I trademarked AdverSeries back in 2002 to represent this style of interaction on an ongoing basis. Nice job. I hope the execution lives up to the potential.