Fast-casual Mexican chain Chipotle is one of a growing number of brands joining BeReal, a new anti-filter, anti-influencer social media platform designed to promote authenticity online. Though the app doesn’t offer pay-to-play advertising options, Chipotle and others are finding unique ways to promote their brand and capture user attention – by leaning into the platform’s ethos of transparency.
Imagine you’ve laid all of the groundwork for your first foray into the metaverse. The designs are authentic, the messaging spot on and the promotion humming. Then, your platform of choice crashes at the moment of launch. That’s what happened to Chipotle. As part of The Drum’s Metaverse Deep Dive, we catch up with the restaurant chain to hear how it rallied to make its Halloween ’Boorito’ promotion an early metaverse case study of success.