@chipotle
Instagram · Carousel
@chipotle 🔥 ALL CODES HAVE BEEN CLAIMED 🔥 when another brand airs their AI-generated ad after halftime, we’re dropping the realest 30 seconds of the big game & ur chance to unlock up to $1M in burritos 👉swipe for the play-by-play 100,000 codes avail. US only, 13+. Stnrd text & data rates may apply. Terms: chipotle.com/the-realest-30
Performance
Video #18022 · Carousel
[01]
This is a two-slide carousel post from Chipotle announcing a promotional giveaway. The first slide features a bold headline over a digitally created image of burritos and footballs, announcing a '$1M Burrito Drop'. The second slide provides a 'Play-by-Play' list of instructions for how to participate in the text-to-win contest during the Super Bowl.
[02]
[03]
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[05]
What stops the scroll in the first 3 seconds
Title hook · 45%
CHIPOTLE CHAMPIONS REAL OVER AI HYPE WITH $1M BURRITO DROP DURING THE BIG GAME
Verbal hook · 40%
when another brand airs their AI-generated ad after halftime, we’re dropping the realest 30 seconds of the big game & ur chance to unlock up to $1M in burritos
Visual hook · 15%
An abundant, slightly surreal pile of foil-wrapped burritos mixed with American footballs creates an unexpected and eye-catching visual. The composition is enhanced by glowing green digital numbers, adding a sense of urgency and a tech-like aesthetic that contrasts with the 'real food' message.
[07]
The promise the opener makes, and how the video pays it back
Hook
A bold, news-style headline slide that announces a massive giveaway while taking a contrarian stance against a current cultural trend.
Payoff
A final, high-urgency constraint (like a strict time limit) that forces the user to stay highly attentive and act immediately when the event occurs.
[08]
The structural pattern this video runs on
Framework
The Event Hijack & Drop Playbook
Leverage a major cultural event by taking a contrarian stance, offering a massive high-value reward, and requiring specific, multi-step engagement actions to participate.
The Contrarian Positioning
Establish the brand's authentic value against a manufactured or highly commercialized cultural moment to build an 'us vs. them' narrative.
The Play-by-Play
Transition from the hype of the announcement to a clear, structured list of rules for participation, usually signaled by a direct 'swipe' call-to-action.
The Engagement Funnel
List specific, escalating actions the user must take using emoji-bulleted steps to guarantee future engagement (e.g., turn on notifications, wait for a trigger, find a keyword).
🔥 ALL CODES HAVE BEEN CLAIMED 🔥 when another brand airs their AI-generated ad after halftime, we’re dropping the realest 30 seconds of the big game & ur chance to unlock up to $1M in burritos 👉swipe for the play-by-play 100,000 codes avail. US only, 13+. Stnrd text & data rates may apply. Terms: chipotle.com/the-realest-30
title · photo_0
CHIPOTLE CHAMPIONS REAL OVER AI HYPE WITH $1M BURRITO DROP DURING THE BIG GAME
contextual · photo_0
SPORTS
branding · photo_0
CHIPOTLE THE REALEST 30 SECONDS OF THE GAME
title · photo_1
THE PLAY-BY-PLAY
informational · photo_1
🔔 turn on @chipotle notifications on instagram
informational · photo_1
🚨 when another brand airs their AI-generated ad after halftime, we’re dropping REAL food
informational · photo_1
👀 keep an eye out for our instagram reel with a text-to-win keyword to unlock up to $1M in burritos
informational · photo_1
⏰ think fast: you’ll have 30 seconds to find it