Chipotle and NBC use burrito buzz in bid to boost reality show

03/7/2011

Chipotle Mexican Grill partnered with NBC for a Facebook burrito giveaway to promote "America's Next Great Restaurant," a reality-television show that features the restaurant's founder, Steve Ells. An invitation to watch a trailer in exchange for a two-for-one Chipotle voucher helped the show's page attract 300,000 "likes" in a week. The promotion also doubled the number of daily "likes" that Chipotle's Facebook page received, and may have helped boost foot traffic at Chipotle restaurants, according to Chipotle Chief Marketing Officer Mark Crumpacker.

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