Chipotle is hoping some clever marketing will give its new queso a better image on Instagram than the rancid response it got on Twitter. Their Instagram story features 100 queso-filled parts, challenging users to watch them all and reach the end for an emoji-filled code they can direct message, all to enter a contest. They’re reportedly getting a 70-75% completion rate. And the prize at stake may indicate more people like the new menu item than tweets would make you believe: five winners get a year’s supply of free queso! (Thrillist, Adweek)
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