Marketing

Chipotle hiding $1M of free burritos in NBA Finals ads

Provided

July 7, 2021

Chipotle Mexican Grill is raising the stakes on the 2021 NBA Finals by hiding up to $1 million dollars of free burritos in its TV ads.

During Tuesday's game, for example, Chipotle hid a unique keyword that unlocked 10,000 free burritos at the end of its ad. Without a heads up on the tip-off, the "no-look" attempt came as a surprise to basketball fans, according to a company press release. As the series progresses, however, the brand will continue to offer a number of prizes that vary from game to game.

At any point during the remaining games in the series, Chipotle will air a broadcast TV commercial with a keyword hidden in the end card. To score a free entree, fans must text the keyword to 888-222.

"The final games of the basketball season are arguably some of the most entertaining moments of the year," Chipotle CMO Chris Brandt said in the release. "Along with the high-profile player matchups, off-court storylines, and fan interactions, our hidden code giveaway creates another 'game within the game' and elevates the viewing experience for our fans during breaks in the action."

Prizes include:

• 10,000 free burritos during game 2, Thursday
• 20,000 free burritos during game 3, Sunday
• 30,000 free burritos during game 4, July 14.
• 40,000 free burritos during game 5 (if necessary) July 17
• 10,000 free burritos during game 6 (if necessary) July 20
• 10,000 free burritos during game 7 (if necessary) July 22

During the Finals in 2019, Chipotle premiered "freeting." Every time an on-air announcer said the word "free" during the official coverage of the series, @chipotletweets live-tweeted a unique code good for a chance to score a free burrito. Chipotle gave away $1 million of free burritos during the campaign.

Chipotle has over 2,800 restaurants in the United States, Canada, the United Kingdom, France and Germany.