Last Sunday Chipotle's Twitter account, @ChipotleTweets, seemed to be going haywire. It looked like a hack: In February, a jokester got into Burger King's account and transformed it into McDonald's. Embarrassing, sure, but Burger King gained more than 30,000 followers because of it. So, a hack isn't necessarily a bad thing for a brand (but probably). Chipotle's social-media meltdown was bizarre and funny -- and fake.
Chipotle was in the middle of a big twentieth-anniversary celebration (it involved free burritos) when things started to get weird.
twitter friends search bar— Chipotle (@ChipotleTweets) July 21, 2013
Do I have a tweet?— Chipotle (@ChipotleTweets) July 21, 2013
Find avocado store in Arvada, Colorado.— Chipotle (@ChipotleTweets) July 21, 2013
Hi sweetie, can you please pick up some lime, salt, and onions? twitter— Chipotle (@ChipotleTweets) July 21, 2013
end twitter— Chipotle (@ChipotleTweets) July 21, 2013
Mittens13 password leave— Chipotle (@ChipotleTweets) July 21, 2013
please twitter— Chipotle (@ChipotleTweets) July 21, 2013
Sorry all. We had a little problem with our account. But everything is back on track now! - Joe— Chipotle (@ChipotleTweets) July 21, 2013
We really wanted this to be real, and like to think that some old man who works at Chipotle tried to use Twitter and failed miserably. Alas, that's not the case. Chipotle's Wayne Prichard tells Gut Check it wasn't a veiled attempt to gain followers, but rather clues for the anniversary promotion at Adventurrito.com, where you could play games and puzzles for a chance to win free food.
"Just a little bit of fun. Nothing malicious or something to try and gain followers. We've had feedback on both sides of the fence," Prichard says. "Some people think it was really funny and lighthearted; some people think it wasn't the right thing to do. And for the people who had fun along with us, mission accomplished."
Guys, we all got fooled by Chipotle, and we didn't even win any free burritos. Our heads are hung in shame.
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