Chipotle launched a one-day social media campaign, Chipotle Burrito Love Haiku Contest, which asked fans to write a haiku, expressing their love for burritos.
To participate, fans were asked to post haikus to the brand’s Facebook page or tweet it to @chipotletweets for the chance to win prizes. The top 20 submissions obtaining the most likes/retweets will receive a dinner for two at a Chipotle restaurant. Chipotle used the haiku format as a way to engage with customers, but also to put some parameters of uniformity to what is submitted. This campaign serves fans with a simple, yet creatively innate way to participate with the brand.