After a slow start for queso, Chipotle uses an Instagram contest to engage fans.
Chipotle has revamped their Instagram account this week archiving all content but its new campaign. According to a recent Adweek article, the brand knew they needed to take action after receiving mixed reviews on its new queso on Twitter. After deleting their entire feed of photos, the brand started the Queso Cup, a campaign including multiple contests where followers would enter to win a year free of queso.
One aspect of the campaign included a 100-part Instagram story where users needed to click through the story to the end to find out they could direct message the brand with emojis to enter to win. Chipotle is reporting a 70 to 75 percent completion rate of this story.
Other types of short contests have been included in the Queso Cup campaign this week that have increased the brand’s reach by 50 to 60 percent. On Monday, the challenge asked fans to comment five times spelling out the word queso, which generated 21,800 comments on one post.
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