Chipotle’s “Scarecrow” video and game. Does it help the restaurant’s positioning?Posted by joe
A couple years ago Chipotle scored big with its animated video “Back to the Start” that championed natural food and farming and featured Willie Nelson singing the Coldplay song “The Scientist.” That viral video got more than 7.5 million views while clearly reinforcing the positioning Chipotle seeks in the market.
Now Chipotle is back and this time it has Fiona Apple singing over a dark animated, dystopian video (see below). There is also an iPhone video game. For more background, read an interview about the latest ad with Chipotle’s CMO Mark Crumpacker in the Village Voice, “Chipotle’s New ‘Scarecrow’ Video and App: An Emotionally Powerful Marketing Tool (INTERVIEW)” (September 13, 2013).
Check out Chipotle’s website and those of competitors like Taco Bell and Qdoba. How does Chipotle try to differentiate itself from these competitors? What is Chipotle’s desired positioning? Does this video and the video game help with that positioning.
This entry was posted on Thursday, September 26th, 2013 at 10:15 am and is filed under Advertising, Marketing strategy planning, Positioning, Promotion, Social media, Viral campaign. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.