Viral Hooks
Trending short videosChipotle cups on soccer field giveaway
C

@chipotle

Instagram · Carousel

@chipotle if u sneak lemonade in ur “water” cup this one’s for u 👉during the 2nd water break of the final match on 7/19 we’re giving away $1M in free burritos🏆swipe to learn how to score 👀 keep ur eyes peeled on our IG grid to find the text-to-claim code 📱once we post the code, text it to 888-222 (u only need to text it once) 😎 keep it cool, it may take a bit for us to text u back 100,000 codes avail. us only, 13+. stnrd text & data rates may apply. terms: chipotle.com/water-break

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The edit1 shot · 1 text
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Performance

Views
1.1M
Likes
72K
Comments
547
Engagement
6.7%
Outlier
7×

Video #36607 · Carousel

Chipotle cups on soccer field giveawayfrom @chipotle

[01]

Overview

A promotional image from Chipotle announcing a giveaway of $1 million in free burritos. The photo features three branded paper cups sitting on the grass of a soccer field in a large stadium, with a bold text overlay at the top explaining the contest, which is tied to a final sports match.

[02]

Simple outline

  1. 1State a massive, desirable offer.
  2. 2Tie offer to a timely event.
  3. 3Use an intriguing, clever angle.
  4. 4Drive to caption for instructions.

[03]

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[04]

Classification

Format
Carousel
Concepts
Giveaway AnnouncementProduct PromoThemed Announcement
Elements
Text OverlayProduct PlacementShallow Depth of FieldThematic Staging
Account
Brand
Topics
Brand MarketingSports MarketingFoodAdvertising

[05]

Hook analysis

What stops the scroll in the first 3 seconds

Title hook · 55%

CHIPOTLE IS HACKING THE FINAL “WATER” BREAK BY GIVING FANS A CHANCE TO WIN $1M IN FREE BURRITOS

Verbal hook · 40%

if u sneak lemonade in ur “water” cup this one’s for u

Visual hook · 5%

Three crisp, condensation-covered Chipotle cups are placed prominently on a vibrant green soccer field, creating an unexpected and high-contrast juxtaposition against the blurred backdrop of a packed stadium.

[06]

Hook template

Steal this for your own video

[BRAND] IS HACKING [CULTURAL MOMENT] BY GIVING FANS A CHANCE TO WIN [HIGH-VALUE PRIZE]

  • — DUNKIN' IS HACKING THE SUPER BOWL HALFTIME SHOW BY GIVING FANS A CHANCE TO WIN FREE COFFEE FOR A YEAR
  • — AMAZON IS HACKING BLACK FRIDAY BY GIVING SHOPPERS A CHANCE TO WIN $500K IN STORE CREDIT
  • — NIKE IS HACKING THE NBA FINALS BY GIVING FANS A CHANCE TO WIN FREE SNEAKERS FOR LIFE

[07]

Hook and payoff

The promise the opener makes, and how the video pays it back

Hook

The entire slide functions as the hook. It's a 'Value Bomb' that presents an unmissable offer tied to a specific, timely event using clever, insider-coded language to maximize intrigue.

Payoff

The slide itself does not contain the payoff. Its structural role is to promise a future payoff (the prize) and drive the user to the caption, which contains the immediate call-to-action and instructions.

[08]

Narrative framework

The structural pattern this video runs on

Framework

The Headline Poster

To deliver a single, high-impact announcement that combines a massive value proposition with a culturally relevant and clever hook, forcing the user to read the caption for crucial details and next steps.

  1. 1

    The Grand Proclamation

    To consolidate the entire campaign's core value proposition (What, Why, and Wow) into a single, bold headline overlay. It establishes the high stakes and the unique entry point, compelling the user to seek out the 'how' in the caption.

Themes

  • Brand Promotion
  • Giveaway
  • Sports Culture
  • Contest

Techniques

  • Product Photography
  • Shallow Depth of Field
  • Thematic Staging
  • Text Overlay

Trends

  • Event-based Marketing
  • Brand Activation

Post caption

if u sneak lemonade in ur “water” cup this one’s for u 👉during the 2nd water break of the final match on 7/19 we’re giving away $1M in free burritos🏆swipe to learn how to score 👀 keep ur eyes peeled on our IG grid to find the text-to-claim code 📱once we post the code, text it to 888-222 (u only need to text it once) 😎 keep it cool, it may take a bit for us to text u back 100,000 codes avail. us only, 13+. stnrd text & data rates may apply. terms: chipotle.com/water-break

Text overlays

  • title · photo_0

    CHIPOTLE IS HACKING THE FINAL “WATER” BREAK BY GIVING FANS A CHANCE TO WIN $1M IN FREE BURRITOS