# Chipotle “The Scarecrow”

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

- Owner: Chipotle Mexican Grill
- Kind: Campaign
- Sector: Food & beverage
- Seed date: 2013-09-11
- Milestone date: 2013-09-19
- Date basis: Documented milestone; not a measured attention peak.
- Spread Score: 57 (Notable), v1.3
- Mechanics: Controversy, Transgression, Platform jump, Press loop

## Summary

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.

## Timeline

- 2013-09-11 — Chipotle (YouTube) — Chipotle posted The Scarecrow on YouTube with Moonbot animation and Fiona Apple’s Pure Imagination.
- 2013-09-12 — USA Today (Press) — USA Today covered the film and game, noting that Chipotle’s logo appeared only after the film.
- 2013-09-12 — Chipotle (App stores) — Chipotle released the free iOS game with buy-one-get-one food rewards for qualifying players.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/chipotle-the-scarecrow

Cite as: How It Spread (2026). “Chipotle “The Scarecrow”.” Case HIS-01508. Spread Score v1.3: 57/100. Updated 2026-10-23. https://howitspread.com/id/HIS-01508