Chipotle Mexican Grill is “hiding” more than $1 million in free burritos in its TV ads during this month’s NBA Finals games.
At the end of its ad during Tuesday’s game between the Milwaukee Bucks and the Phoenix Suns, the fast casual flashed a “unique keyword that unlocked 10,000 free burritos,” Chipotle announced Wednesday.
Chipotle will continue to offer between 10,000 and 40,000 free burrito codes during each of the upcoming championship matches.
To win the free food, eagle-eyed game-watchers must text the keyword to 888-222.
“The final games of the basketball season are arguably some of the most entertaining moments of the year,” Chipotle CMO Chris Brandt said in a statement. “Along with the high-profile player matchups, off-court storylines, and fan interactions, our hidden code giveaway creates another ‘game within the game’ and elevates the viewing experience for our fans during breaks in the action.”
This is not the first time Chipotle has tried a similar promotion. In 2019, the Newport Beach, Calif.-based burrito brand debuted “freeting” during the NBA Finals. Each time an on-air game announcer said the word “free” during the series, Chipotle would tweet out a code for a free burrito. The chain ultimately gave away $1 million in food during those games.
Chipotle’s NBA Finals marketing campaign marks a major return for restaurant brands to sports advertising, which had been sidelined for much of the pandemic.
Last year, Chipotle expanded its esports marketing, launching the Chipotle Challenger Series that allowed amateur gamers to compete against video gaming pros.
Chains including Buffalo Wild Wings and Wingstop also shifted their focus to video games with live sports taking a pandemic pause.
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