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.
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).
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.
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