Chipotle pokes enjoyable at AI Super Bowl adverts to highlight actual components

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Dive Brief: 

• Chipotle is making an attempt to money in on Super Bowl hype with no conventional in-game business by dropping as much as $1 million in free entree codes on Instagram Reels through the sport on Feb. 8, according to a press release.
• The chain will share a 30-second Reel through the Super Bowl that promotes its actual components. The video, which is able to embody the one-time drop of free entree codes, will go reside forward of the third quarter after a distinct model’s synthetic intelligence-generated advert airs through the broadcast. 
• The effort, which seems to be a playful shot towards Svedka and its “Shake Your Bots Off” advert, comes as different manufacturers equally poke enjoyable at AI and is an instance of how advertisers are hoping to faucet into Super Bowl hype with out the expensive funding. 

Dive Insight: 

While Chipotle gained’t be airing a standard Super Bowl advert this yr, the chain nonetheless plans to faucet into the hype with a free entree code stunt that might assist it collect precious buyer information. The effort sees it be a part of different manufacturers skipping a Super Bowl advert however nonetheless advertising and marketing across the sport, together with Heinz and Avocados From Mexico — the latter of which is providing an AI expertise — as the price for 30 seconds of air time reaches a staggering $10 million.

Chipotle’s transfer, known as “The Chipotle Realest 30,” pushes again on a world more and more reliant on AI by highlighting the chain’s actual components. For the trouble, a 30-second video that includes a text-to-claim code redeemable for a free entree shall be shared by Chipotle on Instagram Reels after halftime and earlier than the third quarter. The video shall be reside for roughly 30 seconds earlier than it’s eliminated, and as much as 100,000 customers will be capable to obtain a free entree code. 

The timing of Chipotle’s Reel strains up with when Svedka Vodka’s AI-generated advert is anticipated to air through the Super Bowl broadcast. The 30-second advert, titled “Shake Your Bots Off,” is billed by the Sazerac model as a collaboration between “man and machine” and consists of Svedka’s Fembot mascot dancing alongside a sidekick known as BroBot. Quite a few manufacturers are flexing the facility of AI through the Super Bowl, together with OpenAI, Anthropic, Google and Wix.

Chipotle has typically sought to have interaction goal audiences with cellular campaigns, together with text-to-win activations round National Quesadilla Day and National Burrito Day. Beyond its Instagram Reels video, Chipotle additionally debuted three totally different loaded nachos choices, known as Game Day Nacho Hacks, on its app and web site, obtainable now by Feb. 8. Chipotle final aired an ad in the Super Bowl in 2021 with a spot titled “Can a Burrito Change the World?”

Other manufacturers have pushed again towards AI of their advertising and marketing just lately, together with Almond Breeze, which teamed with the Jonas Brothers for a marketing campaign that pokes enjoyable at low-quality AI promoting content material. In January, Equinox launched “Question Everything But Yourself” to handle unrealistic expectations perpetuated by AI.

Chipotle reported a 2.5% decline in comparable sales during its fourth quarter, in response to its newest earnings assertion. During a name discussing the earnings, the corporate shared a metamorphosis plan known as “Recipe for Growth” that features strengthening the model’s worth proposition, messaging and international attain and modernizing its enterprise mannequin with expertise together with AI. 

The newest transfer from Chipotle comes following the January departure of President and Chief Brand Officer Chris Brandt, who joined the corporate in 2018. Stephanie Perdue, Chipotle’s vp of name advertising and marketing, is presently serving as interim CMO.