Chipotle stages Twitter hack for promotional campaign

A day after it was revealed that Twitter faked tweets to promote its Ad platform, the covers are off yet another fake tweet story. It has emerged that US-based


A day after it was revealed that Twitter faked tweets to promote its Ad platform, the covers are off yet another fake tweet story. It has emerged that US-based Mexican Grill chain Chipotle faked a hack into its Twitter account as part of a publicity stunt to kickstart its 20th anniversary promotional campaign.

Chipotle seemed to have had its Twitter account hacked, where a seemingly new Internet user had sneaked in. The verified account tweeted a series of confusing tweets like “Twitter friends search bar,” and “Hi sweetie, can you please pick up some lime, salt and onions? Twitter.”

 Chipotle stages Twitter hack for promotional campaign

Fake!

 

Turns out, the last tweet was supposed to be part of a sort of puzzle for the chain’s 20th anniversary celebrations, tweeted by the Mexican place itself. Chiptle is hosting a 20-day long treasure hunt called “Adventurito”, which will see the chain putting out a puzzle per day. Tweets like “Find avocado store in Arvada, Colorado,” were supposed to be fragments of hints that were to be tied into Sunday’s puzzle regarding ingredients used to make guacamole by the Mexican eatery.

"We thought that people would pay attention, that it would cut through people's attention and make them talk, and it did that," Chris Arnold, a Chipotle representative, told Mashable. "It was definitely thought out: We didn't want it to be harmful or hateful or controversial."

The hack-act was not in vain, though. Even while it attracted a lot of confused attention from Twitter users the world over, Arnold said that the Twitter account ended up adding more than 4,000 followers on the day of the hack, compared to its normal rate of 250 a day. The tweets are still around on the account and have been retweeted a total of over 12,000 times. Though Arnold says that Chipotle isn’t going to stage a repeat of such a stunt, this one has only gone on to help it gain some more followers. No such thing as bad publicity, right?


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