Chipotle's 'Lid Flip' Challenge
Social media challengeAbout
The Chipotle 'Lid Flip' Challenge was a viral social media campaign launched on TikTok. It originated from a Chipotle employee's flair for assembling burrito bowls, inspiring users to flip the lids of their bowls creatively. The challenge was part of a broader strategy to engage Gen Z, a key demographic for Chipotle, by leveraging TikTok's popularity among young users. Partnering with popular creators like David Dobrik, Chipotle encouraged users to record their own lid-flipping videos, often adding a personal twist. The campaign achieved significant success, with over 111,000 videos submitted in the first six days and 104 million views. It drove a record-breaking digital sales day, boosting app downloads and delivery orders, particularly among Gen Z. The challenge's hashtag garnered 329.2 million views as of June 2022. By engaging users in a fun, interactive way, Chipotle effectively promoted its brand and digital ordering platform to a younger audience.
