Last Sunday, Chipotle’s Twitter followers were entertained by what appeared to be either an accident, a hack, or both. Chipotle tweeted 12 seemingly random tweets all within 48 minutes. Many tuned in to what seemed to be a major social media fail.
However, Chipotle admitted to orchestrating the hack, making it more of a publicity stunt: “We thought that people would pay attention, that it would cut through people’s attention and make them talk, and it did that.” Chipotle has certainly not been the only company to orchestrate something like this. MTV and BET both faked their own hacks in February, as a means to promote their upcoming award shows.
Chipotle’s stunt undeniably caught the internet’s attention. But was it worth it? We took a look at a Simply Measured Twitter Account Report to find out.
Chipotle’s engagement surged the day of the “hack.” They peaked with 453% more engagement than their daily average, which resulted in the most engaging week in the past 2 months. Our follower, @AdamBritten mentioned that, “@ChipotleTweets has strong daily interaction, so that says something…” And he is definitely right. Chipotle averages far more engagement than its competitors, like Baja Fresh and Qdoba.
Chipotle benefitted in other ways aside from the spike in engagement. The day after the “hack,” Chipotle added nearly 5k followers, 308% more new followers than its daily average. Chipotle created enough of a stir to encourage people not only tune in to the stunt, but to also follow them after the dust settled.
Chipotle’s “hack” only furthered the gap between them and their competitors. In an average week, Baja Fresh, Qdoba and Chipotle average about 500 new followers per week. However, this week, Chipotle added 10,000.
Chipotle’s marketing technique gave them spikes in followers and engagement, giving them more opportunities to promote their contest, #Adventurrito. Despite a mixed reaction of social media users and critics, the data declares Chipotle a winner.
Well played Chipotle, well played.