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Library/Campaign/Chipotle “The Scarecrow”
Grade A19 sourcesHIS-01508

Chipotle “The Scarecrow”

Campaign · 2013 · Notable

57Editable slideCertificate

Chipotle’s agency reported 18 million views for its animated food campaign.

Original · Chipotle / CAA Marketing / Moonbot Studios
Clip · Observatory by Crispin on Vimeo
Official The Scarecrow poster with the scarecrow, Crowbots, factory city and App Store badge.
Chipotle / Moonbot Studios, via Observatory Agency
A frame from the film showed the Scarecrow in a doorway with the factory city behind him.
Chipotle / Moonbot Studios, via Observatory Agency
CAA Scores Grand Prix and 2 Gold PR Lions for Chipotle's 'The Scarecrow'
Adweek
Moonbot’s ‘Scarecrow’ Awarded Two Daytime Emmy Awards
Moonbot Studios press release via Animation World Network

Spread Score

How it works
Reach49Contagion35Breadth60Velocity100LongevityNo data yet57

Numbers

Media impressions, undated agency retrospective claim
650M
Self-reported · Observatory Agency
Seed to milestone
8 days
Sep 11 ’13 to Sep 19 ’13
Platforms
6
Started on YouTube
Origin
Mixed
Food & beverage

Mechanics

  • ControversyPrimary
  • Transgression
  • Platform jump
  • Press loop

How it spread

Trace the origin

Chipotle released a film and iOS game with Fiona Apple’s Pure Imagination. YouTube views drew press coverage and a Funny or Die parody. The campaign won PR and Cyber Grand Prix at Cannes; its agency later claimed 18 million film views.

Documented milestone; not a measured attention peak.

Wikipedia viewsSep ’13OctNovFeb ’14MayJulNovApr ’15AugMilestoneYouTubePressApp storesXOpen webAudio
YouTubePressApp storesXOpen webAudio

13 more events on this chart

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Timeline (16)

  1. September 2013

    Chipotle seed · Sep 11 ’13

    Chipotle posted The Scarecrow on YouTube with Moonbot animation and Fiona Apple’s Pure Imagination.[1][2][3]

    Open the first post ↗

  2. USA Today press · Sep 12 ’13

    USA Today covered the film and game, noting that Chipotle’s logo appeared only after the film.[4]

  3. Chipotle commercial · Sep 12 ’13

    Chipotle released the free iOS game with buy-one-get-one food rewards for qualifying players.[2][5]

  1. commercial · Sep 16 ’13

  2. platform jump · Sep 18 ’13

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Why it worked

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Origin
Mixed
Sector
Food & beverage
Region
US
Media impressions, undated agency retrospective claim
650M
Self-reported · Observatory Agency
Evidence
Grade A

Spread the same way

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