Chipotle is leveraging two major social platforms as part of its effort to gamify its “Big Game” promotional activities.
The fast-food chain is offering a special mobile activation through social media posts to reward customers who watch the Super Bowl with up to 50,000 free entrées. When something “extra” happens during the game, Chipotle will send out a code that they will need to claim by text message through posts from their official social media accounts Instagram and X.
Examples of “extra” events include the offensive team converting on a fourth down play, successfully kicking an extra point or scoring a two-point conversion, as well as any other events that occur during the game that Chipotle determines to be “extra.”
The first consumers to text the designated code to a specific number will receive a free Chipotle ticket code, up to the maximum number indicated in each text. The company will give away up to 50,000 tickets during the game.
In addition, on Monday, February 10, members of the loyalty program Chipotle Rewards You’ll be able to get a free guacamole and queso blanco offer with the purchase of any of the entrées, exclusively through the Chipotle app and website with the promo code “EXTRA25.”
Chipotle is calling this promotion “Extra Sunday” in honor of the significant number of Super Bowl viewers who traditionally skip work the next day.
“The most-watched football game is the perfect setting for extraordinary moments, and we’re here to make it even more special with free Chipotle,” said Chris Brandt, chief brand officer for Chipotle. “We’ll give fans something to celebrate when the game is over: free guacamole and queso blanco, ‘Extra Sunday.'”
The promotional game is in development at Chipotle
Chipotle has a long history of gamified promotions. In January 2025, the company began a partnership with digital athlete community Strava with the intention of allowing customers to compete in various cycling, hiking, and running competitions for a spot on the leaderboard and earn free meals and deals for themselves and residents in their local communities.
That promotion also added the “No Quitters Day” holiday, which recognizes January 10 as the unofficial date when most people give up on their New Year’s resolutions and provides motivational messages as well as prizes to help customers stay dedicated to their resolutions.
Chipotle Mexican Grill Inc. operated more than 3,600 restaurants as of September 30, 2024, in the U.S., Canada, the U.K., France, Germany, and Kuwait; and is the only restaurant company of its size to operate and have all of its restaurants in North America and Europe.
Chipotle and its journey
- Their first restaurant opened in Denver, Colorado.
- In 1998, McDonald’s invested in Chipotle, allowing it to rapidly expand into the United States.
- In 2006, McDonald’s sold its stake in Chipotle and the company went public.
- Chipotle has become an alternative to fast food chains by focusing on organic ingredients and ethical dealings with the environment and suppliers.
- In 2018, the company moved its headquarters from Denver to Newport Beach, California.
- Chipotle currently operates more than 3,000 locations globally.
