Chipotle gamifies Super Bowl marketing with social promotion
Chipotle is leveraging two major social platforms as part of its effort to gamify its "Big Game" promotional activities.
The quick-service restaurant chain is offering a special mobile activation via social media posts that will reward up to 50,000 free entrees to customers watching the Super Bowl. When something "extra" happens during the game, Chipotle will drop a text-to-claim code via postings from its official accounts on the X and Instagram social media networks.
Examples of "extra" events include the team on offense converting on a fourth down play, successfully kicking an extra point or scoring a two-point conversion, as well as any other events that take place during the game which Chipotle determines to be "extra."
The first consumers to text the designated code to a specific number will receive a free entrée code from Chipotle, up to the maximum number in each post. The company will give away up to 50,000 entrees during the game.
In addition, on Monday, Feb. 10, Chipotle Rewards loyalty program members can obtain a free guac and queso blanco offer with the purchase of any entrée, exclusively via the Chipotle app and website with promo code "EXTRA25.” Chipotle is calling this promotion “Extra Sunday” in honor of the many Super Bowl viewers who traditionally miss work the next day.
"Football's most watched game is the perfect stage for over-the-top moments, and we're here to make it even more extra with free Chipotle," said Chris Brandt, chief brand officer, Chipotle. "We're giving fans something to celebrate when the game is over – free guac and queso blanco – on 'Extra Sunday.'"
The promotional game is afoot at Chipotle
Chipotle has a long history of gamified promotions. In January 2025, the company partnered with digital athlete community Strava to let customers compete in various hiking, cycling and running competitions to gain leaderboard status and obtain free meals and offers both for themselves and residents of their local communities.
[READ MORE: Chipotle takes partnership with active lifestyle app international]
That promotion also included the “holiday” of “No Quitters Day,” recognizing Jan. 10 as the unofficial date most people abandon their New Year’s resolutions and offering motivational messages as well as prizes to help keep customers dedicated to their resolutions.
Chipotle Mexican Grill Inc. operated more than 3,600 restaurants as of Sep. 30, 2024, in the U.S., Canada, U.K., France, Germany and Kuwait; and it is the only restaurant company of its size that owns and operates all its restaurants in North America and Europe.
