Chipotle fakes Twitter hack, gains followers

The burrito chain was looking to earn more Twitter followers in conjunction with its 20th anniversary celebration. It worked.

The first clue might have been that Chipotle never deleted the tweets in question, as is common brand practice following a hack. Instead, the burrito-and-taco chain’s Twitter account simply acknowledged a “little problem” and moved on.

“We thought that people would pay attention, that it would cut through people’s attention and make them talk, and it did that,” Chipotle spokesman Chris Arnold told Mashable.

The stunt was intended to focus attention on the company’s 20th anniversary promotion, a “treasure hunt” called Adventurrito. It’s a puzzle game, and on the day of the hack, the puzzle had to do with Chipotle’s ingredients. That’s why the tweets during the faux hack were about avocados, lime, salt, and onions, Arnold said.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.