Dive Brief:
- Chipotle Mexican Grill will dole out 50,000 free entrees during the Super Bowl as part of its latest text-to-claim promotion, per a press release.
- The chain will send out a code via its accounts on X and Instagram anytime something extra happens during the big game, including a fourth-down conversion or when a extra point is kicked, a two-point conversion is made or any other event it deems to be “extra.”
- The chain is also proposing that the Monday after the Super Bowl be called “Extra Sunday” and is giving loyalty program members a code for free guac and queso blanco.
Dive Insight:
Chipotle’s unofficial Super Bowl activation is another of the chain’s many efforts to push customers toward its app and loyalty rewards program. The fast-casual marketer has for years doled out text-to-claim codes during sporting events during which it has no official sponsor role. The latest activation will share the codes on X and Instagram Stories, demonstrating how brands are using social channels during a period of platform upheaval.
The chain is also jumping on the bandwagon of brands extending their promotions to the day after the Super Bowl. The brand’s “Extra Sunday” promo will reward the perks to its loyalty program members who order through the company’s app or online and use the code “EXTRA25.” This is the first time the company has enabled consumers to get free guac and queso blanco at the same time.
The company has used notable occasions like National Burrito Day to showcase its app and programs through scavenger hunts and mobile games. For this promo, the QSR chain is inventing its own holiday, “Extra Sunday,” to lure consumers to its loyalty program to receive free perks.
The brand is not the only one looking to stretch its marketing to the day after the Super Bowl, a day 40% of Americans think should be a national holiday, per survey data shared in the press release. Jim Beam has launched a campaign to send out care kits to fans of the losing team following the game. Coors Light, meanwhile, has created limited-edition packaging in honor of the sluggishness — also known as a “case of the Mondays” — some might feel after participating in Super Bowl parties on Feb. 9.
