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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

TikTok Timeout

Finalist in TikTok Partnership

Entered in TikTok

Objective

Leading up to the 2020 Super Bowl, Chipotle had a challenge: drive in-app sales and digital ordering on one of the busiest food delivery days of  the year. The solution: forgo traditional advertising and tackle the second screen through a real-time influencer campaign targeted to Gen-Z called TikTok Timeout.

Strategy

To pull it off, we partnered with 12 of the most established influencers on TikTok (with a combined following of more than 95M) to create their own game-day delivery videos. We gave our creators control over the ideation and conception of the content they were posting, and just required that they included Chipotle delivery in the creative. Throughout the game, our influencer posts saw high viewership numbers, huge engagement and overwhelmingly positive sentiment – primarily because the posts didn’t feel like traditional sponsored content. 

Additionally, all 12 of TikTok videos were set to Justin Bieber’s viral hit “Yummy”, which gave the campaign added reach through TikTok’s trending songs. On game day Bieber also organically posted to both his Instagram (+140M) and Twitter (+112M).

Results

TikTok Timeout was an instant success. Over the course of the Super Bowl, our 12 creator-made ads drove over 10M engagements, 50M TikTok views and sparked a 75% annual lift in Chipotle’s Super Bowl Sunday delivery sales. Justin Bieber organically shared the campaign across channels, reaching his 250M+ online fans. All this without spending a single dollar on advertising.  

 

Media

Video for TikTok Timeout

Produced by

Day One Agency, RQ Agency, Burson Cohn & Wolfe, Chipotle Mexican Grill

Link

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

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