Videos come and videos go. Videos make us laugh, they make us cry. They make us angry. They clog up our social media newsfeed. They sell to us, they inform us, they entertain us, and sometimes they rot our brains. Some videos have staying power. Others are just a flash in the pan. But Chipotle Mexican Grill has set the marketing world on its ear with the release of The Scarecrow video and mobile gaming app in September.
In case you haven’t yet seen The Scarecrow, take a gander below. Running time is 3:23.
In its first two weeks, the YouTube video saw 6.5 million views. And within four days of the mobile game’s release on the Apple App Store, it was downloaded 250,000 times, making it one of the top 15 free iOS apps. And in that time it’s managed to elicit some pretty passionate responses from the viewing public. People have called it the most brilliant video marketing campaign ever created, while others are calling Chipotle big, fat liars.
Whatever your personal opinion about the statement of the video, you can’t deny that this campaign has been a grand slam for Chipotle. This isn’t just a viral video. It’s content marketing at its best. It tells an emotional story. It tugs at your heartstrings while making you think. The quality of the animation is gorgeous, and the music (sung by Fiona Apple – where’s she been?) is haunting. The point of the video is to get you to download the mobile app. The point of the mobile app is to get you involved directly with the brand. And just because it’s a cartoon and a game, don’t make the mistake of thinking it is targeted at the under 12 set. The story manages to attract interest from people of all ages. And it’s all free. So even if you download it just to hate on it, guess what? You’re still involved.
The video itself became has become a major news story. National newspapers, blogs, and television stations covered the release and reaction of The Scarecrow. And not just in their “pop culture” sections and segments. Business analysts, social marketing experts, and even farmers have weighed in on this video in less than one month. The general public hasn’t heard this much talk about Chipotle Mexican Grill in, well, ever.
And you’re probably thinking, “That’s great for Chipotle, a huge corporation with insanely deep pockets. How does any of this apply to my business?”
Well, there’s something we can all learn from The Scarecrow. It doesn’t matter if your company has a payroll of 1 or 1,000.
Video Marketing Lesson Number One
What You Stand For Matters. Ok, let’s table any discussion about whether or not Chipotle actually ever uses factory farmed food. We don’t know, and for the purposes of this conversation, we don’t care. With this video, Chipotle took the opportunity to tell everyone what they stand for. They drew a line in the sand against factory farms. They place themselves firmly in the sustainable foods camp, and make no apologies for it. If you’re contemplating a creative video strategy, consider telling your audience what you stand for. You may find your cheering section is a lot bigger than you ever knew.
Video Marketing Lesson Number Two
Tell The Big Story. Chipotle is fast food. But the message of this video isn’t “Get a delicious burrito, fast and cheap.” It’s about eating good food, feeding your children well, and being different. This is a marketing video, make no mistake. But it sure doesn’t feel like one. Instead of focusing on their tacos or their ambiance, Chipotle tells a story about one person standing up to factory farming. You don’t have to tell a socially-responsible story to get results, either. Think about your products or service. Exactly how do they help people? Whether you’re changing lives or simply making someone’s job a little easier, you have a story to tell. And your story isn’t necessarily about you. It’s about the people and businesses you help. Look at your customer base. Maybe your widgets don’t change the world, but they might help your customers do it. And you probably do things differently than all of your competitors? What makes you stand out? Be bold and don’ be afraid to tell a bigger story.
Video Marketing Lesson Number Three
Integrate Your Content. The Scarecrow video isn’t a commercial for Chipotle. It’s a promo video for an iOs game. The iOs game is heavily branded, but the point is to play the game, and win a coupon for a free burrito. It all interrelates. And with all of the press the video itself has generated, Chipotle got a far more effective campaign out of The Scarecrow than they could have out of any television or newspaper advertisement.
Video Marketing Lesson Four
View Video Content As An Opportunity. This wasn’t a video that was created because Chipotle “needed to be on YouTube.” They didn’t create an app because “everyone else is doing it.” They saw a real opportunity to engage their audience in brand new ways and they leapt on it.You don’t have to be a major corporation to tell a great story in a video. Be true to yourself and don’t be afraid to connect with your audience on an emotional level. Try something new. You never know where it could take you.
What do you love or hate about The Scarecrow? Do you think this was a home fun for Chipotle or do you think someone will come along in a few weeks and blow this out of the water? What video marketing lessons have you learned from it? Let us know your thoughts below.
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