NBC today is launching a promotion offering free Chipotle food for anyone who watches a 90-second promo on Facebook for the upcoming show America’s Next Great Restaurant.
The network is using an app on the show’s Facebook Page where, in exchange for watching the promo, visitors get a buy-one, get-one-free coupon at Chipotle. The chain’s founder and CEO, Steve Ells, is one of four investors in the show.
Customers who print out the coupon can get a free Chipotle meal, including a burrito, tacos or a bowl with the purchase of another meal. The promotion ends March 6.
Meanwhile, Chipotle is running an in-store texting promotion offering a chance to get a catered burrito party. Anyone who texts “ANGR” (for America’s Next Great Restaurant) at any Chipotle location will have a chance to win.
An NBC rep says this is the first time the network has used food to get consumers to watch a show promo. Nevertheless, the network has tried other means to instill viewer loyalty. For instance, last year, NBC launched a loyalty program called Fan It that rewards users who promote, interact and discuss NBC shows.
America’s Next Great Restaurant, which premieres March 6, pits 21 contestants against each other as a panel of judges decide whose restaurant concept is the best. The winner gets to “fully savor his/her great American dream of launching his/her own restaurant chain,” according to the NBC rep.
For Chipotle, which does little in the way of traditional advertising, the effort is the latest unconventional use of social media. The chain launched a similarly quirky effort last year encouraging consumers to forward their spam e-mails to benefit a charity offering healthy school lunches to kids.
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