The Article: http://www.huffingtonpost.com/2013/09/12/chipotle-scarecrow_n_3914281.html
Another Opinion on the Topic…: http://www.businessinsider.com/the-problem-with-chipotles-scarecrow-ad-2013-9
The Scarecrow (VIDEO LINK)
This new and unique approach to advertising exhibits a contemporary and original theme in its message. Instead of trying to sell the product directly to the consumer, the company (Chipotle), announced a popular new mobile game, titled The Scarecrow, for all Apple products. Upon the game’s release, educating and engaging the public about food issues (For example, anti-industrial food processes and depicting the evils of factory farming, etc.) has been its number one priority.
Although the loveable video has over six million views on YouTube, the adorable/animated commercial may not help/assist the business of the company in the short-run. Yes, the positive popularity of this video has helped boost Chipotle’s credibility, an underlying question looms.
“Does this video make you want to curl up in a vegan coma and never eat a steak burrito or a chicken taco at Chipotle? Or does this video help humanize a giant corporation.”
CONCLUSION:
Personally, I believe that the video will help improve business throughout Chipotle restaurants all across North America because of its increased positive brand imaging as a leading fast food eatery!