ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

Chipotle’s Super Bowl “TikTok Timeout” challenge reached more than 95 million users.

Chipotle’s Super Bowl “TikTok Timeout” challenge reached more than 95 million users. This year, Chipotle skipped having an ad during the big game, instead using disruptive marketing on the popular app—and it looks like their tactic to target Gen Z worked. The restaurant chain’s branded hashtag challenge starred multiple influencers, and asked users to create their own “February Free Delivery Sundays” ads set to Justin Bieber’s “Yummy.” The effort generated 2.5 million engagements after Bieber shared the campaign with his 230 million fans on Twitter and Instagram, and reportedly reached 95 million on TikTok. (Mobile Marketer)