|'School of Guac': Chipotle Courts Millennials with a Snapchat Show
Struggling to regain its footing after a series of food contamination crises in recent months, Chipotle Mexican Grill has been playing offense on social to try to win scared consumers back. The restaurant chain has settled on Snapchat as a way to get millennials back in their seats.
Chipotle is rolling out a weekly show on Snapchat called “School of Guac” to target 13-24-year-old college students. The show, which is basically a slickly produced Snapchat post, is shown at 3 p.m. on Tuesdays. The idea is to build appointment viewing for the Snapchat Generation.
“Most of our audience is Gen Z and Gen Y who spend lots of time on Snapchat, so it makes sense for us to be where they are,” said Jackson Jeyanayagam, head of digital marketing for Chipotle. “We tend to be a little edgier than other brands. Snapchat gives us the canvas to be creative and design-driven.”
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This article was published on Digiday.com. A full link to the original piece is after the story.
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