Chipotle’s TikTok challenges are getting them millions of views from Gen Z.

Chipotle’s TikTok challenges are getting them millions of views from Gen Z. After a video posted by an employee received 1 million views, the chain started a partnership with TikTok—the first major restaurant brand to do so. They’re turning challenges inspired by organic content into branded hashtag campaigns that invite users to participate. Their #GuacDance challenge helped to “drive Chipotle’s biggest Guacamole Day in history” and the brand’s original video has been viewed 1 billion times. (Restaurant Business)