Chipotle hides giveaway codes in NBA Finals ads for a ‘game within the game’

Dive Brief:

• Chipotle is running a series of TV ads during the NBA Finals that include special codes that reward attentive basketball fans with free burritos, according to a news release.
• During the broadcast of Game 1 of the series between the Milwaukee Bucks and Phoenix Suns Tuesday, the brand aired a spot that featured a special keyword hidden on the end card. Viewers who texted the keyword to 888-222 entered for a chance to win one of 10,000 free burritos.
• Chipotle will continue airing ads around the finals, upping the stakes as the series progresses. The campaign draws a clear linkage between TV advertising and SMS marketing, the latter of which could be of greater importance to Chipotle as mobile ordering becomes a larger part of its business.

Dive Insight:

Chipotle is looking to provide basketball fans with a “game within the game” during the commercial breaks of a high-stakes NBA Finals series,

Article source: https://www.marketingdive.com/news/chipotle-hides-giveaway-codes-in-nba-finals-ads-for-a-game-within-the-game/602939/