Text message marketing is bigger and better than ever, and one very popular restaurant chain is embarking on this increased phenomenon. Chipotle Mexican Grill is now offering text-to-win campaigns to their loyal fan base, a new addition to an already tried and true platform that the brand has seen success with.
In conjunction with the Major League Soccer association, the Denver based restaurant is sponsoring the ‘2014 Chipotle MLS Homegrown Game,’ a promotion with fun and prizes in store for all who participate.
Chipotle also says that they are updating their text message marketing programs to tailor more to the individual’s preferences and needs. Chris Arnold, Chipotle spokesman, is still mum on the changes, but assures they are going to be beneficial in the execution of all future campaigns.
There is still not a loyalty program from the restaurant, and Arnold says this is just one of the changes the brand is looking into changing. The regular campaigns conducted by the restaurant have all been successful thus far, but adding such a program can make a huge impact on the brand’s overall marketing success.
Last year Chipotle held a text marketing campaign deemed as ‘Adventurrito.’ This contest hoped to drive more hungry diners into their restaurant, and thanks to the Scarecrow video campaign, things were a success. Earlier this year the brand succeeded with a Hulu promotion for the ‘Farmed and Dangerous’ original series that tested the knowledge of foods you’re eating while also gave you the shot to win big.
The current campaign urges consumers to text-to-win a MLS All-Star game trip with all of the accommodations, airfare and other expenses paid for by the restaurant. Simply texting “Homegrown” to the short code 888222 provides users the chance to win.
Chipotle is likely to continue the use of text message marketing, and hopefully the brand will also develop a loyalty program as they roll out their new changes. There are so many benefits that come to those who use text message marketing, and none of those benefits should be missed.