Putting Basketball and burritos together, the well-known fast casual restaurant, Chipotle Mexican Grill, or simply known as Chipotle, gets on social media, essentially TikTok, to throw a challenge at their hungry audience.
Chipotle recently took to TikTok to challenge other TikTok users to shoot a 53-foot basket for a golden chance to win not only their iconic stuffed burritos but also tickets to a future NBA Game! The 53 ft Shot represents the 53 real ingredients in Chipotle’s food!
@james_wiseman ##ad WHO’S NEXT? Duet this video, make ur shot & u could win 53 & to a pro game. Tag @chipotle , use ##chipotle53 & ##Sweepstakes. Link in bio..
“Playoff Basketball has given us some amazing long-range shots, and with the season reaching its pinnacle, we wanted to get fans involved from their home courts. The game’s best players continue to extend their 3-point range, so we’ve upped the ante and invented a 53-foot shot that represents the 53 real ingredients in our food.”, Chris Brandt, Chief Marketing Officer expressed to QSR Magazine.
In a report by Mobile Marketer, Chipotle strategically recruited Trae Young, who plays for the Atlanta Hawks of the NBA, to promote and bring in the hype for the 53 ft. Shot Challenge.
TikTok’s vast platform encourages other TikTok users, athletes, creators and influencers to produce a video of themselves attempting to successfully shoot a 53-foot basket and duet it with Trae Young’s original video. Users must also include the tag #Chipotle53 as well the company’s handle @Chipotle.
With this sporty challenge, the food company hopes to engage with their target audience who mostly comprise of young adults and teens. Food and NBA tickets are two huge incentives that will instantly appeal to the newer generation, which makes this challenge interesting, taking it to another level!
@dudeperfect SWISH! Duet this video, make your shot & you could win 53 & to a pro game. Tag @chipotle , use ##Chipotle53 & ##Sweepstakes. CLICK FOR RULES ##ad
Other celebrities, athletes and influencers on the platform including Dude Perfect, the popular sports entertainment company are also showing their active participation in the challenge in hopes of bringing in more users to engage with the challenge. The five members in Dude Perfect are well-known for their trick shots and athletic stunts and with 11 million followers on TikTok, Chipotle can easily tap into their audience! Other Basketball players including James Wiseman, Obi Toppin, Cole Anthony and RJ Hampton were also part of the challenge.
Chipotle’s decision to choose bigger creators on the app to help promote the campaign will essentially help the initiative to attain a further reach among the targeted audience. In addition, TikTok’s algorithm will also play a role in helping the campaign grow further!
Understanding TikTok’s growing platform in the recent past, Chipotle has taken advantage of the app to build their brand image and social media presence. The popular chain kickstarted various challenges in the past including the “Lid-Flipping Challenge” and “Unlock the Guac Challenge” for National Avocado Day.