A “Burrito A
Friend” campaign drove a 2.4 times lift in mobile subscribers and generated 4.2 million new mobile wallet installs for Chipotle last year.
The results snagged a bronze award for the restaurant brand and the Vibes mobile engagement platform in the 2017 Mobile Marketing Association North American Smarties Awards, presented on Sept. 25.
For the campaign, Chipotle invited its mobile subscribers to choose a “Burrito bestie,” create a customized digital card for the friend, and share it through their native messaging app.
Friends could enter information to receive a buy-one-get-one-free offer and sign up to receive future promotions through Chipotle mobile alerts. The original subscriber received free chips and salsa for sharing the card.
Chipotle and Vibes attached unique tracking links and codes to each coupon distributed offer to gather insights as customers saved and redeemed the mobile wallet coupons.