Its most recent production, "The Scarecrow", is a full blown attack on factory farms. Set to Fiona Apple's cover of The Willy Wonka tune, "Pure Imagination," the YouTube video takes us on a (magical?) journal of a repressed Scarecrow. Reduced to working on a factory farm, our protagonist ultimately finds his salvation in a home grown chili pepper. In no time, the Scarecrow is whipping up a culinary delight worthy of Chipotle's mission to "Cultivate a Better World."
"The Scarecrow" is accompanied by an interactive iPhone game. The production follows Chipotle's previous foray into online media, "Back to the Start", featuring a Coldplay cover by Willie Nelson and a story of a farmer who abandons factory farming for more natural methods.
Reactions and Stats
The campaigns have faced a fair share of ridicule. Funny or Die launched a satire of The Scarecrow, with new lyrics, in an attempt to expose the Company's hypocrisy.
Regardless of your take, the ads have generated significant buzz. The Scarecrow has logged 6.5 million YouTube views in 3 weeks. "Back to the Start" has garnered 7.9 million views.
When it comes to online marketing, Chipotle is crushing its fast casual peers.
Regardless of your take, the ads have generated significant buzz. The Scarecrow has logged 6.5 million YouTube views in 3 weeks. "Back to the Start" has garnered 7.9 million views.
When it comes to online marketing, Chipotle is crushing its fast casual peers.
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