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Chipotle Scarecrow is the future of advergaming on mobile

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Re: Chipotle Scarecrow is the future of advergaming on mobile

#11

Post by selmnoo »

gutsy wrote: post #8

I downloaded and played the game one morning as fast as I could to get the free burrito and never touched it again. I didn't watch the video, I didn't read any of the crap on there...I basically just did the bare minimum and got my free burrito. I have a feeling that's most people who downloaded that game. I can't imagine it brought back in a ton of revenue. But, I could be completely wrong! Maybe most people aren't…

Wait, you get a free burrito by downloading the app? I don't see that being advertised anywhere on Chipotle's website. If it's true I finally have a reason to play a game.

Re: Chipotle Scarecrow is the future of advergaming on mobile

#12

Post by NovemberWest »

kevinconroy wrote: post #9
gutsy wrote: post #8

I downloaded and played the game one morning as fast as I could to get the free burrito and never touched it again. I didn't watch the video, I didn't read any of the crap on there...I basically just did the bare minimum and got my free burrito. I have a feeling that's most people who downloaded that game. I can't imagine it brought back in a ton of revenue. But, I could be completely wrong! Maybe most people aren't…

"Maybe most people aren't heartless bastards who just want a free burrito!" No, most people got a free burrito and ordered a soda and/or chips with it. And that, my friends, is Step 3: Profit!

A burrito at Chipotle is something upwards of $6 (exact price varies depending on the kind of meat, etc). The drink and chips do not begin to cover it. You only get profit in this scenario is they become repeat customers.

Re: Chipotle Scarecrow is the future of advergaming on mobile

#13

Post by kevinconroy »

NovemberWest wrote: post #12
kevinconroy wrote: post #9

Earlier quoted context omitted.

"Maybe most people aren't heartless bastards who just want a free burrito!" No, most people got a free burrito and ordered a soda and/or chips with it. And that, my friends, is Step 3: Profit!

A burrito at Chipotle is something upwards of $6 (exact price varies depending on the kind of meat, etc). The drink and chips do not begin to cover it. You only get profit in this scenario is they become repeat customers.

Or if you bring your family, friends, or co-workers with you.

Re: Chipotle Scarecrow is the future of advergaming on mobile

#14

Post by NovemberWest »

kevinconroy wrote: post #13
NovemberWest wrote: post #12

Earlier quoted context omitted.

A burrito at Chipotle is something upwards of $6 (exact price varies depending on the kind of meat, etc). The drink and chips do not begin to cover it. You only get profit in this scenario is they become repeat customers.

Or if you bring your family, friends, or co-workers with you.

Fyi, fineprint:

EARN 1 STAR ON EVERY LEVEL TO SCORE A BUY-ONE/GET-ONE FREE CARD FOR A BURRITO, BOWL, SALAD, OR ORDER OF TACOS AT CHIPOTLE. REWARDS ARE LIMITED. NO PURCHASE NECESSARY TO ENTER; VOID WHERE PROHIBITED.

Which is not the impression I had with "win a free burrito."

Re: Chipotle Scarecrow is the future of advergaming on mobile

#15

Post by evan_ »

MaxGabriel wrote: post #3

Maybe when they say "optimized for iPhone 4S or newer" it's just that performance is bad, because it downloads fine for me on an iPhone 4. https://itunes.apple.com/us/app/chipotle-scarecrow/id6894702...

That's exactly what they mean. Apple doesn't let developers release software that discriminates on hardware models, just OS versions and some hardware features.

Re: Chipotle Scarecrow is the future of advergaming on mobile

#16

Post by gdeglin »

mertd wrote: post #6
asperous wrote: post #4

This kind of thing kind of scares me to be honest. It's almost a peek into a horrific dystopian future where piracy is so rampant that games, music videos, and perhaps even movies are only made as a marketing effort and are filled with advertising, branding, and product placement.

Your fear is misplaced. 1) The game exclusively on IOS, where piracy is minuscule. It couldn't have been the motivator. 2) People are willing to pay for good quality and convenience instead of pirating (e.g., Steam, Netflix, game consoles).

Piracy is actually very high on iOS, especially when it comes to paid apps: "when Wind-up Knight for iOS was a paid app, the piracy rate reportedly went 80%" (http://www.ubergizmo.com/2012/07/piracy-rates-are-higher-on-...)

This is one reason why so many games are going freemium and sever backed. (Even iAP is frequently hacked unless the purchases are stored or at least verified on a server).

Re: Chipotle Scarecrow is the future of advergaming on mobile

#17

Post by nacs »

gdeglin wrote: post #16
mertd wrote: post #6

Earlier quoted context omitted.

Your fear is misplaced. 1) The game exclusively on IOS, where piracy is minuscule. It couldn't have been the motivator. 2) People are willing to pay for good quality and convenience instead of pirating (e.g., Steam, Netflix, game consoles).

Piracy is actually very high on iOS, especially when it comes to paid apps: "when Wind-up Knight for iOS was a paid app, the piracy rate reportedly went 80%" ( http://www.ubergizmo.com/2012/07/piracy-rates-are-higher-on-... ) This is one reason why so many games are going freemium and sever backed. (Even iAP is frequently hacked unless the purchases are stored or at least verified on a server).

That linked article is over a year old. Each iOS device and OS release since then has gotten harder and harder to jailbreak and 6.1.4 didn't even receive a jailbreak till a few days ago.

I'd bet that Android piracy is far higher than iOS is at the moment.

Re: Chipotle Scarecrow is the future of advergaming on mobile

#18

Post by dmoy »

jonnathanson wrote: post #2

This is a good writeup about an extremely interesting subject, and the beginning of what is sure to be a major trend. But the author kind of lost me here: "Chipotle Scarecrow will, without a doubt, go down as one of the most successful marketing campaigns in history." Really? On what metrics? It seems extremely successful as far as reach is concerned, sure. It probably drove a good deal of positive brand sentiment, w…

Attribution modeling is an incredibly difficult problem, yes. Anyone who can come up with a really good way to measure this kind of stuff is going to make bank.

I agree that from a lot of perspectives the way people talk about branding campaigns looks real.... iffy, for lack of a better term. Everyone knows that it somehow works, but nobody's exactly sure how yet. Nobody can really measure the impact yet even.

Re: Chipotle Scarecrow is the future of advergaming on mobile

#19

Post by mwilcox »

jonnathanson wrote: post #2

This is a good writeup about an extremely interesting subject, and the beginning of what is sure to be a major trend. But the author kind of lost me here: "Chipotle Scarecrow will, without a doubt, go down as one of the most successful marketing campaigns in history." Really? On what metrics? It seems extremely successful as far as reach is concerned, sure. It probably drove a good deal of positive brand sentiment, w…

Agreed- it's a huge stretch to call it one of the most successful marketing campaigns in history. I do think it will be remembered though, as this will likely mark a big jump in budgets of advergames. Advergames themselves are nothing new.

Re: Chipotle Scarecrow is the future of advergaming on mobile

#20

Post by andrewpi »

danso wrote: post #10

I haven't tried the game at hand, but I'll say that the Chipotle ordering app is by far one of the most revolutionary day to day uses of the iPhone, in my admittedly not exciting life. Build a burrito, save the order for future purchases...at any time, just send the order to the nearest Chipotle, and when you get there, you skip the line to pick up your order. Few other consumer apps so impact such a traditional and…

Quite puzzling why they still haven't brought that app to Android.
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