Chipotle wants to take users on a journey to healthier food options -- similar to what's available at its stores -- with a new animated short film and free mobile game. The film, called "The Scarecrow," was created by CAA Marketing and Moonbot Studios, and features Fiona Apple covering the song "Pure Imagination," of Willy Wonka fame. The game rewards skilled players with a coupon for free Chipotle food. "Branded entertainment ... doesn't get much more well rounded or better executed than this," writes Tim Nudd.