Ad Age looks at a burrito-makers consumer generated media campaign and the motivations for participation.
Matt Eck recently constructed a 4-foot football-shaped burrito out of electrical tubing, chicken wire and aluminum foil. Why? He’s hoping to become one of those consumers who generate content for a marketer.
The burrito came into existence as part of an assignment for his video-field-production class at Kent State University in Kent, Ohio. But in addition to an “A,” Mr. Eck hopes his homework turns out to be worth $10,000.
That’s what’s at stake in a nationwide ad contest run by Chipotle Mexican Grill. Mr. Eck and his classmates are competing against 21 other colleges nationwide. The promotion asks students to create 30-second commercials. The winning team is awarded $10,000 in cash, an exclusive run of their ad on the Chipotle website and the possibility of it appearing on national TV. An additional $10,000 will be donated to the winning college’s film or advertising department.
Beginning Oct. 24, Chipotle will air all 22 schools’ spots during a special YouTube promotion called 30 Seconds of Fame (Youtube.com/group/30secondsoffame). The most-streamed clip will be crowned the fan favorite and its creators will take home a $5,000 cash prize, as well as some serious internet notoriety.
“The best part of it is having the recognition that comes with YouTube,” Mr. Eck said. “You get the bragging rights to say, ‘Hey, go check out my commercial.’”