Chipotle Sticks.
The central goal of marketing is also the most challenging obstacle any marketer will face. It is the struggle of creating content to put out into the world that is worthy of the consumer’s time and attention. While it is a simple enough task in theory, it is also a very difficult in reality. In Jonah Berger’s book, Contagious: Why Things Catch On, he spends the entirety of the second chapter discussing why “Triggers” are such an effective and essential part of marketing. As many people know, if something is “out of sight, [it is] out of mind.”
With the ever growing popularity of social media, comes the very many trends that draw in the audience’s attention. Things such as funny memes and videos go viral rather quickly because they draw an emotional response from the audience. It is often welcomed by brands because any publicity is free publicity. The Mexican fast food chain, Chipotle is no stranger to viral videos and memes. Take for instance this vine.
Just about anyone who had access to the popular app in 2014, would most likely remember this trend. It was a quick and short funny video that trended on multiple social media platforms. Seeing a Chipotle store often would trigger a series of giggles because someone would reference this vine. But it works the other way as well. When someone would reference the vine, more often than not there would at the very least be the thought of grabbing a quick bite at Chipotle. Funny things go viral and trend and thats just how social media works.
Another one of these trends on social media is the usage of gifs, which are moving pictures that repeat on a loop. Chipotle took advantage of the trend and in creating a Giphy account, the brand was now able to reach a larger audience and give them something fun to play with. And I mean when your mother scolded you as a child for playing with your food, Chipotle’s marketing team seems to have learned their lesson and used this as inspiration for the toys they want their audience to have. As a food brand, toy options are limited so what else could you give your audience? How about some fun stickers? Recently it was announced that Chipotle would be releasing a series of limited-edition scratch-and-sniff stickers to celebrate 100 million views of its digital Giphy stickers.
These stickers sold out within 24 hours of its announcement and is potentially one of the smartest marketing decisions to be made. The stickers act as a trigger for the brand because it is not only going to be visible on whatever surfaces it has been stuck on, but since it is scratch and sniff there is a second layer to the free promotion.
Upon being stuck to any surface there will be a constant reminder for those who see it of the brand. “Out of sight, out of mind” works the other way as well. So when someone gets hungry if they stuck the sticker on the back of their laptop they would be very likely to see the sticker and could potentially choose where they will have their lunch off this quick trigger. It most likely would be such an immediate decision that they wouldn’t even give it a second thought.
But there is not only this first layer, but also the fact that the stickers are scented and include the smell of “smokey adobo, flaming hot chili and freshly squeezed lime.” All of which may trigger those who smell the scent outside of Chipotle and get them to think about the brand. This potentially could lead to more sales and increase the brand’s popularity.
Talk about a marketing strategy that sticks.
With the ever growing popularity of social media, comes the very many trends that draw in the audience’s attention. Things such as funny memes and videos go viral rather quickly because they draw an emotional response from the audience. It is often welcomed by brands because any publicity is free publicity. The Mexican fast food chain, Chipotle is no stranger to viral videos and memes. Take for instance this vine.
Just about anyone who had access to the popular app in 2014, would most likely remember this trend. It was a quick and short funny video that trended on multiple social media platforms. Seeing a Chipotle store often would trigger a series of giggles because someone would reference this vine. But it works the other way as well. When someone would reference the vine, more often than not there would at the very least be the thought of grabbing a quick bite at Chipotle. Funny things go viral and trend and thats just how social media works.
Another one of these trends on social media is the usage of gifs, which are moving pictures that repeat on a loop. Chipotle took advantage of the trend and in creating a Giphy account, the brand was now able to reach a larger audience and give them something fun to play with. And I mean when your mother scolded you as a child for playing with your food, Chipotle’s marketing team seems to have learned their lesson and used this as inspiration for the toys they want their audience to have. As a food brand, toy options are limited so what else could you give your audience? How about some fun stickers? Recently it was announced that Chipotle would be releasing a series of limited-edition scratch-and-sniff stickers to celebrate 100 million views of its digital Giphy stickers.
We made Scratch and Sniff stickers. We won’t tell anyone if you just tried to smell your screen. https://t.co/eXqooUBBdv pic.twitter.com/F27fHEiSf1— Chipotle (@ChipotleTweets) October 10, 2018
These stickers sold out within 24 hours of its announcement and is potentially one of the smartest marketing decisions to be made. The stickers act as a trigger for the brand because it is not only going to be visible on whatever surfaces it has been stuck on, but since it is scratch and sniff there is a second layer to the free promotion.
Upon being stuck to any surface there will be a constant reminder for those who see it of the brand. “Out of sight, out of mind” works the other way as well. So when someone gets hungry if they stuck the sticker on the back of their laptop they would be very likely to see the sticker and could potentially choose where they will have their lunch off this quick trigger. It most likely would be such an immediate decision that they wouldn’t even give it a second thought.
But there is not only this first layer, but also the fact that the stickers are scented and include the smell of “smokey adobo, flaming hot chili and freshly squeezed lime.” All of which may trigger those who smell the scent outside of Chipotle and get them to think about the brand. This potentially could lead to more sales and increase the brand’s popularity.
Talk about a marketing strategy that sticks.
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