Case Study: Chipotle achieves 1.23M unique visitors and massive fan engagement with Votigo's custom microsite

Chipotle "WRAP WHAT YOU LOVE" UGC Photo Contest

Chipotle, working with agency Rokkan, wanted to celebrate its anniversary and reinforce the “Food with Integrity” message by running an engaging photo contest tied to a limited-time gold-foil burrito promotion. The challenge was to create a simple, socially shareable experience that incorporated a gold-foil visual, encouraged fan submissions and voting, and supported a charitable donation.

Votigo built a custom microsite and Facebook tab with an easy upload flow and a “goldify” tool to turn ordinary foil photos into gold, plus weekly voting, prize giveaways and a $1 donation per entry to familyfarmed.org. Promoted in-store and online, the campaign generated 1.23M unique visitors, 96,000 votes and 1,349 photo submissions in one month, alongside $10K in prizes and routine giveaways of burrito cards and a 24K gold Chipotle coin for weekly winners.

Chipotle