Twitch, Diplo & Burritos: Chipotle Just Gets It
Right about now, Chipotle is helping Diplo debut a new album on Twitch…probably to an absurd amount of young people who are participating in the experience virtually.
Not that long ago every word in that sentence would have seemed ridiculous. Many of today’s marketers are the world’s biggest brands likely don’t know the first thing about a Diplo or a Twitch. Probably would make their heads spin if you tried to explain it.
Chipotle, on the other hand, is anything but out-of-their minds. And I’m eating it up.
Via @ChipotleTweets
Meet your customer where they are. Speak their language on their platforms. Deliver experiences. Do it in a way that isn’t over-the-top from a branding perspective. Don’t be lame. Oh yes, and throw in something of value…maybe codes for some 5,000 burritos. Love. It. All.
Here are the particulars as reported by ADWEEK.
Chipotle and Diplo are teaming up to preview the DJ’s new album on the fast-casual restaurant chain’s channel on Twitch.
Diplo Presents Thomas Wesley Chapter 1: Snake Oil will be released Friday (May 29).
Diplo will play the new album on Chipotle’s Twitch channel at 10 p.m. PT Thursday (May 28)/1 a.m. ET Friday, along with some country classics mixed in, while Chipotle will provide 5,000 free burrito codes for viewers during the livestream (1,000 every 10 minutes).
That’s it. All you need to know is there, and it speaks volumes. Brian Nichols came to Chipotle two years ago from Taco Bell, and he brought his ability to connect with and cultivate a younger audience along with him. Ever since, Chipotle has stepped up its already impressive social and marketing game. This is just another example.
For far too many brand folks today, the mere thought of mixing all these elements together would be foreign. Too scary. Too “risky.” Let’s be real, too different from what they’re used to. Well, smart marketers should take a few notes from the burrito boys. Because this is how you do it today.
Now, how do I get one of dem there codes??
