For the first time in 20 years, Chipotle Mexican Grill’s annual buy one-get one Halloween Boorito promotion is going virtual.
Traditionally, customers who visit Chipotle on Halloween while wearing a costume have received discounted entrees.
This year, the fast casual will hand out 500,000 BOGO entree codes via TikTok, Twitter and Instagram from Oct. 29-31. To claim the coupons, customers must text a special keyword to the chain.
"Over the years, Boorito has become a mainstay for Chipotle and while we can't have our usual in-person event, canceling completely was never an option for us," said Chris Brandt, Chipotle’s CMO, in a statement.
The pandemic has forced a number of companies to shift in-person events to digital ones.
Chipotle has been innovative in its use of social media, well before the coronavirus crisis. In May 2019, it became the first major restaurant brand to launch a TikTok account. The chain has since run several campaigns on the platform, partnering with influencers and others, and now has more than 1 million followers.