This month marks the fourth year that Chipotle will be hosting their annual October “Boorito” event to raise funds for the Chipotle Cultivate Foundation. The Boorito event offers customers $3 menu items if they dress in costume after 5 pm.
Chipotle will donate up to $1 million in this fundraising event.
This year, to increase consumer engagement and build more buzz for their Boorito shenanigans, Chipotle is turning to social media.
They will be holding an online costume contest where the top three winners will receive $2,500. To participate in the costume contest, participants must upload a photo of themselves in their costume to either Twitter or Instagram with the hashtag #ChipotleBooritoContest.
The Chipotle Cultivate Foundation’s motto is that they are “Dedicated to creating a sustainable, healthful, and equitable food future.”
The popular restaurant chain is apparently also dedicated – and impressively so – to effectively harnessing today’s hottest social platforms to engage consumers in ways that are both fun and mutually beneficial to Chipotle and its patrons.