A create-your-own-ad contest run by Chipotle Mexican Grill and open to students at 22 universities nationwide generated nearly 70 entrees that have been viewed more than 2 million times on YouTube
since mid-October. "The cost to buy that kind of advertising exposure would far exceed what we're spending on the program," says company spokesman Chris Arnold.
Two other restaurant
chains that share a Colorado home with Chipotle are also trying their hand at user-generated content: Good Times Burgers and Quiznos. For Good Times' "My-Beef's-All-Natural Product Placement Film
Festival," consumers have been asked to use a life-size cardboard of the Good Times mascot in their video clips. The contest has generated about 30 videos, which are posted on the chain's Web site,
since mid-October.
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Quiznos officially launched a video contest yesterday that asks customers to create ads that explain why the sandwich chain is better than competitor Subway.
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