Chipotle is giving away burritos this week to the first 500 people who spot Instagram posts from the chain's official account and text a particular code.
They're calling it the Chipotle Holiday Extravaganza, and it's an obvious ploy to boost their following on Instagram, but hey, free lunch! The company currently has 935,000 followers on Instagram, which isn't a lot in the world of Insta, so they're likely trying to get that over a million.
It works like this — follow Chipotle on Instagram and when they post an alphanumeric code at a random time between today and tomorrow (December 12 and 13), the first 500 people to text it to 888222 will get a redemption code texted back to their phone which will be good for a free regular-price entree item at any Chipotle between now and December 31. Once each code gets 500 respondents, the post will be deleted from Instagram. It's unclear how many of these posts are going up each day.
"Like the magic of the season, it’ll be gone before you know it," says the company in a statement.
There's a limit of one free burrito per mobile phone number, as CNN notes.
This promotion follows a TikTok challenge that the company issued ahead of Halloween offering discounts to customers who posted to the app in costume using the hashtag "#Boorito". Similarly, Chipotle partnered with TikTok on a couple of other promotions in May and June for Cinco de Mayo and National Avocado Day.
"As a brand that over-indexes with Millennials and Gen Z, we wanted to engage in a way that felt authentic to the platform," says Tressie Lieberman, Chipotle's vice president of digital and off-premise marketing, speaking to CNN Business about the TikTok promos.