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Chipotle joined BeReal to tap into its growing community of young users, but experts warn that brands should be careful how they market themselves on the app. 

May 02 2022

Chipotle joined BeReal to tap into its growing community of young users, but experts warn that brands should be careful how they market themselves on the app. BeReal is a social app pushing for authenticity in the photo-sharing space by letting users document what they’re doing at a random time of the day—regardless of how boring or exciting that moment is. Chipotle recently joined the app to tap into its growing community. The chain restaurant shared a limited-offer reusable promo code on its BeReal posts earlier this month. For four days, the first 100 customers could use a code online or on the restaurant’s app to score a free entrée. While BeReal doesn’t offer advertising to brands, which aligns with their commitment to “barring filters, edits, and influencer culture,” Chipotle’s campaign is “one of the first brand marketing activations” on the up-and-coming social platform. However, marketing experts warn brands that while they can be involved on the app, they should “think introspectively” about what they’re trying to get out of it, and be careful since “Gen Z and other audiences can smell an ad from a mile away.” (The Drum)