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According to a recent study, 73% of consumers believe brands have a responsibility to do more than just generate a profit.
Now, people expect social responsibility, and even more than that, for brands to actively try to make a difference in the world.
The past year has been tough for Chipotle Mexican Grill.
After multi-state E. coli outbreaks infected dozens of customers, the high-flying American fast food chain fell back to earth and has been struggling to heal its brand and encourage consumers to stay loyal.
Bad news for Chipotle last week, as a judge ruled it was at fault for firing an employee who tweeted a negative comment about working there.
But while the fajita-flogger might not be happy about the situation, I think brands could certainly learn a few things at the expense of Chipotle’s misery.
Game mechanics are the building blocks of a successful gamification strategy.
These elements make the experience engaging and fun for the consumer. Points, badges and leaderboards are the go-to mechanics marketers often use to make their programs more engaging, but the mechanics marketers can tap go beyond PBLs (as they’re called among game designers).
Candy Crush, the social game that is more popular than every other game on Facebook, uses a long list of mechanics to create motivating and addictive experience for the user.
And there are a number of lessons marketers can learn from the torrid success of Candy Crush.
Chipotle’s recent financial results have revealed a successful third quarter of 2013 as compared to the third quarter of 2012, with revenue increased 18.0% to $826.9 million.
With the notorious scarecrow ad (and downloadable song and game and all round worthy cause) released on September 12th, it’s conceivable that the last three weeks have played a part in the strong financial performance.
The scarecrow video was released solely online, and has been viewed 7m times on YouTube. There’s a nice responsive microsite for the ad and game, too. ‘As an incentive for players to complete the game, Chipotle is providing food rewards redeemable at any of its U.S., Canada and UK locations.’
Never has a scarecrow started such debate. You can watch the ad below, and the delicious Funny Or Die parody.
Specialty fast-food chains like Chipotle and Chick-fil-a are extremely good at engaging consumers online. These smaller brands have become so adept, they’re emerging as real competitors to mega-brands like McDonald’s and Starbucks in terms of digital exposure.
Stats from media measurement firm General Sentiment show just how valuable that digital exposure actually is.