Chipotle Mexican Grill, which has frequently been innovative in its use of social media, will host a virtual prom after-party for the thousands of high schoolers whose annual traditions have been canceled due to the coronavirus.
The event, which takes place May 16, will include giveaways for free food, new product announcements and a branded photo filter. Students can get added to the “guest list” by requesting access to a private Instagram account, @ChipotleAfterParty.
The fast-casual chain is also teaming up with a social media influencer to teach teens how to make corsages and boutonnieres out of Chipotle’s burrito foil. And it partnered with cosmetics brand e.l.f. to create a burrito-inspired makeup set, with only 100 available for purchase in advance of the prom party.
“Our high school fans keep our brand energized with their passion for Chipotle’s real food,” CMO Chris Brandt said in a press release. “It’s amazing to see students’ optimism throughout this time, and we’re excited for them to reconnect with friends and make special memories on virtual prom night.”
Students attending the virtual event can also enter for a chance to win a $25,000 scholarship from Chipotle.
The Newport Beach, Calif.-based company has worked to build engagement with its brand, even during the COVID-19 crisis. Shortly after its dining rooms were closed to slow the spread of the virus, the company announced that it would host virtual lunch meetups as well as Instagram live events with bands and lifestyle and wellness experts.