Fans of burrito and Halloween, rejoice. Fast Mexican chain Chipotle has revived its in-person Boorito promotion for the first time since 2019, along with a cash giveaway of up to $25,000.
Chipotle is tapping Gen Z on BeReal to participate in its longest-running tradition, the Boorito, which has made its return to restaurants for the first time since 2019.
Now in its 22nd year, the Boorito awards Chipotle Rewards members who show up a Chipotle restaurant on Halloween night in costume with a $6 entrée promo. Last October, Chipotle gave the event a digital makeover by erecting a virtual storefront and a digital corn maze in Gen Z’s favorite gaming platform, Roblox.
To celebrate its return to stores, the Boorito is also making its debut in BeReal in the first-ever “BooReal” sweepstakes. The sweepstakes will give users, many of whom are Gen Z, a chance to win one of “10 Free Burritos for a Year” prizes. To enter, users must post a photo on BeReal of themselves in costume at a Chipotle restaurant on October 31 along with the #booritosweepstakes hashtag, or share their BeReal to their Instagram Stories, tag @Chipotle and add #booritosweepstakes.
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Consumers who may not be on BeReal or Instagram can also send an email with “BooReal Sweepstakes” in the subject line to email@example.com for a chance to win.
“Boorito is all about having fun with your friends and enjoying real food in our restaurants,” Chipotle’s chief marketing officer Chris Brandt said in a statement. “After two years of celebrating virtually, we’re leveling up the in-person experience with fun activations on social that will help bring fans together on Halloween.”
To keep the party going throughout the month of October, Chipotle Rewards members with Cash App can also share their $cashtag along with the #ChipotleBoorito hashtag as a reply to Chipotle’s tweets on October 13, 20, 25, or 27 for a chance to win a cash prize of $25,000.
Chipotle will also give away a total of $5,000 each day on October 13, October 20, and October 25. On October 27, the brand plans to double down and give out a total of $10,000 in cash.
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