Last Sunday Twitter was a flutter over Chipotle’s tweets. Something had gone awry – as if someone had hacked into their account or a disgruntled employee had caused the feed to go “loco.”
Chipotle has been celebrating their 20th Anniversary so there was speculation it could be part of a promotional stunt.
But the company was silent as to whether this was intended or someone had indeed hacked into their account. The only explanation was this:
Until Wednesday, three days later when the truth was revealed to Mashable. It was all nothing more than a marketing ploy intended to garner more attention to their anniversary promotion.
And it worked.
That day they added 4000 followers and had 12,000 retweets. The earned media continues to pile up – this blog just adding on to the tab.
Or did it?
Do you build customer loyalty by a hoax?
Or do you annoy and create distrust?
Are these the sort of antics necessary to rise above the noise today?
Will any of those new followers represent new customers?
Or were they just curious to find out what all the Twitter uproar was on Sunday?
As for me – lying is not something that endears me personally or professionally. I am no more likely to visit a Chipotle than I was before. Perhaps even less likely now.
Unless of course – as I wrote yesterday – George Clooney asks me out and that’s where he wants to take me. In which case the odds shift.
note: This is Day #26 of the 30 Day Experiment. Here are the details on how it all started.
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