Chipotle's TikTok Timeout Disrupts Traditional Super Bowl Advertising
Laura McQuarrie — January 30, 2020 — Pop Culture
References: chipotle & prnewswire
The Super Bowl is known for its highly coveted ad spots but Chipotle is introducing a campaign called TikTok Timeout that introduces content on the app during the commercial breaks following a team timeout. For the campaign, Chipotle is working with a number of popular creators like Brittany Broski and David Dobrik, who will be sharing sponsored content set to Justin Bieber's new song 'Yummy.'
These ads will be competing with traditional Super Bowl advertisements on the big screen and fans will be able to find them by searching for the #TikTokTimeout hashtag in the app on Sunday. As Chris Brandt, Chief Marketing Officer, describes, "The second screen is essential to the modern-day football viewing experience for Gen Z."
Image Credit: Chipotle
These ads will be competing with traditional Super Bowl advertisements on the big screen and fans will be able to find them by searching for the #TikTokTimeout hashtag in the app on Sunday. As Chris Brandt, Chief Marketing Officer, describes, "The second screen is essential to the modern-day football viewing experience for Gen Z."
Image Credit: Chipotle
Trend Themes
1. Second Screen Advertising - Using digital platforms like TikTok during commercial breaks to engage viewers and compete with traditional ad spots.
2. Collaborative Influencer Marketing - Partnering with popular creators to create sponsored content and reach a younger audience.
3. Hashtag Marketing - Using hashtags like #TikTokTimeout to make sponsored content easily discoverable and engage fans.
Industry Implications
1. Advertising - Finding innovative ways to disrupt traditional ad spots and engage viewers using digital platforms and influencer marketing.
2. Social Media - Leveraging popular social media platforms like TikTok to reach a younger audience and promote brands through sponsored content.
3. Music - Collaborating with popular music artists like Justin Bieber to enhance brand messaging and create memorable advertising experiences.
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