Brief:

• Chipotle Mexican Grill is giving people a chance to win food by providing the right answers to a brand trivia game or correctly predicting sports scores. The Chipotle IQ test at its website quizzes people's knowledge about the chain's ingredients, sourcing, recipes and environmental work, per an announcement.
• The first 250,000 people who answer all 10 of the Chipotle IQ test questions correctly will get a buy-one, get-one-free offer code send by text. Contestants have an unlimited number of chances to pass the test, which will end Aug. 26 or earlier if all prizes have been rewarded. Chipotle is also offering free delivery on all orders of $10 or more through the Chipotle app and its website every Monday until Sept. 28.
• Chipotle's "Free Delivery Monday Matchup," a separate promotion, is giving members of the brand's rewards program a chance to win a year of free burritos by correctly predicting the score of a designated sporting event every Monday until Sept. 28. To enter, loyalty members need to order delivery on the Chipotle app or website before the game's start time and enter their final score prediction as their entrée's personalized name, according to a press release.

Insight:

Chipotle's trivia test and sports prediction challenge both aim to engage consumers by offering the chance win free food, leveraging online channels that have grown increasingly important to the fast-casual chain's business in recent years and especially during the coronavirus pandemic.

The Chipotle IQ test uses a gamified format to educate consumers about its company values and efforts to use fresh ingredients in its menu, while also helping to build a database on dedicated customers. Entrants must agree to receive future advertising via text message to participate in the Chipotle IQ challenge, per the contest rules. By gathering mobile phone numbers of opt-in consumers, Chipotle can run test campaigns and measure the response before a wider rollout.

Meanwhile, the sports challenge urges Chipotle's most loyal customers to place orders through its digital channels, a sign that the marketer is looking to seize on the return of live sports, even as they face significant disruptions stemming from the virus and broader societal unrest.

Chipotle isn't officially partnering with any sports league, as seen in the clues that describe its first challenge as "a men's professional basketball game featuring a purple and gold team facing off against a hot sharpshooter and the squad from the Pacific Northwest." The return of live sports to TV has so far generated $100 million in ad revenue among NBA, MLB and NHL games, according to new research from MediaRadar.

Other recent digital promotions from Chipotle simlarly appear aimed at younger audiences, including an esports campaign with professional skateboarder Tony Hawk, who appeared in a livestream on Twitch and gave out 5,000 free burritos to viewers. Before that, Chipotle ran an "Unlock the Guac" challenge as part of its yearly celebration of National Avocado Day on July 31. The campaign asked people to guess passwords and send them in a text message to unlock an offer for free guacamole. Chipotle provided clues to the passwords on Instagram, TikTok and Twitter. In June, Chipotle celebrated Pride Month with a "Lunch & Listen" session with influencers on TikTok to raise money for charity.

Chipotle has ramped up promotions amid the easing of lockdowns on restaurants in many cities and states. The chain began reopening its dining rooms in May, and by last month offered limited in-restaurant or patio seating at 85% of its locations, CEO Brian Niccol said in a quarterly earnings call.

While the company had recaptured 40% to 50% of its dining-room business, most customers are taking food home, he said. Digital sales more than tripled to make up 61% of total Q2 revenue, reaching a record $829 million, as consumers ordered more delivery or takeout. With promotional efforts like the Chipotle IQ test and sports prediction challenge, the company can support digital orders and boost foot traffic to restaurants.