The Super Bowl isn’t just a game—it’s the marketing Olympics. Brands shell out millions for ad spots, hoping to capture the attention of millions of viewers in a single moment. But what happens if a brand like Chipotle isn’t officially affiliated with the Super Bowl? They break the rules—and win anyway.
Chipotle’s approach to Super Bowl marketing this year is proof that sometimes the best strategy isn’t to outspend the competition but to outthink them. Instead of playing by the traditional rules, they found a way to make an impact without an expensive TV commercial. Their Chipotle new commercial wasn’t a commercial at all—it was a masterclass in engagement.
The game-changing strategy: Texting and free perks
For most brands, the Super Bowl is all about flashy, cinematic ads. Chipotle’s new commercial did something different. Instead of spending millions on a traditional ad spot, they launched a real-time, interactive promotion that capitalized on the game itself.
Every time something “extra” happened during the Super Bowl—a game-changing touchdown, a crucial field goal, or a jaw-dropping play—Chipotle sent out a special code via X (formerly Twitter) and Instagram. The first fans to claim it won a free entrée. No gimmicks, no long-winded ads—just instant rewards.
But this wasn’t just about free food. It was a Trojan horse for customer engagement. To participate, fans had to sign up for Chipotle’s loyalty program or use their app. This meant that every free burrito given away wasn’t just a loss leader—it was an investment in long-term customer retention.
And then came the best part: the Monday after the Super Bowl was rebranded as “Extra Sunday.” A made-up holiday, sure—but one with free guac and queso blanco for loyalty members. Because why should the fun stop just because the game is over?
Marketing genius: Creating your own moment
Let’s pause for a second and appreciate the sheer brilliance of creating a fake holiday that people actually want to celebrate. Instead of fighting for ad space during the Super Bowl, Chipotle shifted the focus to the day after. And in doing so, they created a marketing moment they owned—one that gave fans a reason to stay engaged long after the final whistle.
It’s a strategy that any brand—big or small—can learn from. You don’t need a Super Bowl budget to create an exclusive event or special promotion. Whether it’s an insider-only sale, early access to a product, or a themed event, making customers feel like part of a club is a powerful loyalty driver.
Social media done right: The “Chipotle New Commercial” playbook
Here’s what makes Chipotle’s move so interesting: they didn’t rely on traditional advertising.
Instead, they turned social media into a real-time engagement machine. While most brands use X and Instagram for static ads or influencer posts, Chipotle tapped into live interactions, making the audience feel like part of the action.
Chipotle’s new commercial wasn’t a video—it was an experience. And that’s the lesson here. In a time when organic social media reach is declining and brands are scrambling for attention, Chipotle hacked the system by making engagement feel personal, fun, and rewarding.
And the best part? It cost a fraction of what a Super Bowl ad would have.
Lessons for entrepreneurs and Brands: What can you steal from Chipotle’s playbook?
You don’t have to be a billion-dollar brand to pull off a clever marketing stunt. Here’s what businesses of any size can take away from Chipotle’s Super Bowl strategy:
- Make it personal. Chipotle’s promotion wasn’t just about giving things away—it was about rewarding their most engaged customers. Focus on building a real connection with your audience, whether through loyalty perks, exclusive deals, or surprise rewards.
- Tap into existing moments. Chipotle didn’t create their own major event—they hijacked the energy of the Super Bowl. Find ways to insert your brand into existing cultural moments, whether it’s a big game, a trending topic, or a holiday.
- Create urgency. By making the deal time-sensitive and tying it to real-time moments in the game, Chipotle created an irresistible sense of urgency. The best marketing strategy makes people feel like they have to act now.
- Invent your own traditions. “Extra Sunday” wasn’t a thing—until Chipotle made it one. There’s no rule saying you have to wait for a holiday to launch a big campaign. Make your own rules.
Final thoughts: Engaging beyond the product
Chipotle’s Super Bowl activation was a masterclass in modern marketing. They skipped the expensive ad, leaned into real-time social engagement, and made their customers feel like insiders.
And here’s the kicker: it worked.
Their campaign wasn’t just about selling burritos—it was about making people care about the brand. It was about making customers feel like they were part of something, not just passive observers.
So, next time you’re brainstorming how to engage your audience, take a page from Chipotle’s playbook: be creative, be timely, and make it an experience worth remembering.
FAQ’s
1. How can businesses connect with customers online?
By personalizing content and offers, businesses can create meaningful connections that feel tailored to each customer’s needs and interests.
2. Why are text messages important in marketing?
Text messages offer a quick and direct way to reach customers. With high open rates, they’re perfect for sharing exclusive deals or important updates that require immediate attention.
3. How does gamification build customer loyalty?
Gamification adds fun to the experience by offering rewards or challenges, making customers more likely to stay engaged and keep coming back for more.