Millennials seek adventure not only in their activities but in their eating. This month, Chipotle is launching its 20th anniversary treasure hunt titled, "Adventurrito." The 20-day-long treasure hunt began this week and consists of daily puzzles for followers to solve and a shot at the grand prize: Free burritos for 20 years.
That's a lot of value, which leads to high Brand Value. Brand Value is: Functional, emotional and participative benefits divided by the price show the value of the brand.
Millennials are gaining functional benefits from the simple registration process through Chipotle's website. The ability to share their excitement and registration through social media improves the odds of winning, which gives Millennials emotional and participative benefits.
Chipotle is hitting the trends of Millennials spot on. They're obvious on social media and best of all, they make each consumer feel a part of the Chipotle experience in or out of the store. Another key aspect of this Generation-Y trend is the daily prize: One consumer entered in the contest wins free burritos for a year and each of the 19 days leading up to the grand prize, 20 winners will win something from Chipotle.
Millennials are excited about upcoming trends, especially from a fast and casual dining experience like Chipotle. This 20-year-anniversary is a perfect opportunity to engage Millennials with high energy and adventure.
Jeff is executive vice president at Barkley, an advertising agency in Kansas City, Missouri. He is also the lead editor of MillennialMarketing.com and a co-author of Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever, which will be available July 17, 2013.