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Chipotle’s ‘Scarecrow’ Campaign: Leveraging ICT for Communicating Sustainability
Abstract
This case is about the ‘Scarecrow’ advertising campaign launched by Chipotle Mexican Grill in September 2013. The Mexican fast-food chain was credited with effectively leveraging Information and Communications Technology to communicate its brand ethos as well as its sustainable practices. The social media marketing campaign consisted of a short animated film released online (only on YouTube) and an advergame for smartphones featuring an anthropomorphized Scarecrow working for an industrial food producer. |
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Issues
The case is structured to achieve the following teaching objectives:
- Understand how Information and Communication Technology can be leveraged for communicating sustainability.
- Understand the importance of social media in the advertising strategy of firms.
- Analyze the reasons for the success of the ‘Scarecrow’ campaign.
- Understand the pros and cons of using social media channels vis-à-vis the traditional communication channels.
- Discuss the issues and challenges in communicating sustainability.
- Discuss and debate the criticism that was leveled against the Scarecrow campaign.
- Suggest the future strategies that need to be followed by Chipotle to leverage on the success of the Scarecrow campaign.
| Contents |
| Introduction |
| Background Note |
| Past Advertising Campaigns Of Chipotle |
| The 'Scarecrow' Campaign |
| In Support Of Sustainable Farming? |
| Campaign's Performance |
| Criticism |
| Looking Forward |
| Exhibit |
Keywords
Information and Communication Technology; Social media marketing; Viral Marketing; Marketing Communications; Digital marketing strategies; Promotional campaign; Brand messaging; Communicating sustainability; Advertising campaign; Social media channels; Facebook, Twitter, YouTube; Analysis of Twitter Conversations; Webisodes; Advergame; Value proposition; Sustainable farming; Ethics;
