Inside Chipotle’s TikTok strategy
By Jack Herbert • July 31, 2019
Chipotle has kicked off its second TikTok “challenge” of the year. Chipotle wants consumers to dance for free guacamole from now until National Avocado Day on July 31, by posting videos of them dancing on the short-form video app under the hashtag #GuacDance. The chain was the first restaurant to partner with TikTok in the U.S. this past spring, which led to Chipotle’s highest digital sales day. The chain hosted its first “challenge” on the platform with #ChipotleLidFlip in May. Now, this new challenge, which also has paid media dollars behind it, asks Chipotle fans who use TikTok to dance to an internet-famous song by children’s entertainer Dr. Jean about guacamole.