Chipotle Mexican Grill is implementing a very unique marketing strategy that is surprisingly not aimed at selling their food...
Chipotle has created a four episode comedy series titled"Farmed and Dangerous" that will premier on Hulu to market their slogan "Food With Integrity".
- What is "Farmed and Dangerous" about?
This short comedy series will be about the company's concerns about sustainable agriculture and how the way animals are treated when being raised for their meat.
- Has Chipotle attempted this kind of stealthy marketing before?
Very recently the food chain created two animated films on YouTube, which together have reached 20 million views, about the horrible practice of factory farming
Chipotle's marketing strategy of using a form of entertainment to market their company values is going to be wildly successful in my opinion. They have reached such success so far, arguably, due to word-of-mouth. A series on Hulu will reach people in a similar way with the TV-streaming site's wide reach and particular filtering system which recommends shows to a certain audience based on age, and past viewing history. Given Chipotle's success with their previous YouTube videos, "Farmed and Dangerous" should meet or even exceed Chipotle's expectations.
While I was watching a program on the television the other night I was messing around on my computer. I was browsing different websites when I came along an article by Forbes from earlier this month. The title read "Facebook To Help Brand Convert 55 Million U.S. Hispanics". Seeing as I am not only taking a Social Media Marketing course but a Multicultural Marketing course as well, saying the article caught my eye is an understatement.
According to the article, the steadily increasing Hispanic community looks to the internet for many things including sorting through companies to find ones that understand their culture and the importance of it.
So what are the numbers that prove this idea and where does Facebook come in? The article suggests that 80% of Hispanic adults are using social media and 68% of Hispanic internet users use Facebook, Twitter, or or other social sites.
There are many ideas behind why this community has such a strong connection to social networking sites. One point argued suggests that the two way dialogue offered with sites like Facebook, makes the Hispanic community feel as if they have a medium in which they can voice their values and opinions.
What do you guys think?
Do you think companies can use this information to their advantage when targeting the Hispanic population? Will companies be able to use Facebook to not only make themselves known but communicate with the market as well?
I have attached the link which provides more arguments and evidence about the relationship between social media and the Hispanic population.
http://www.forbes.com/sites/glennllopis/2014/01/06/facebook-to-help-brands-convert-55-million-u-s-hispanics/
