Chipotle smashed TikTok viewing records this year with a dance challenge to mark National Guacamole day.
The fast food chain asked its customers to dance for free guacamole using the hashtag #GuacDance on the popular social media platform.
The campaign was TikTok's highest-performing branded challenge in the U.S. The promotion resulted in Chipotle's biggest guacamole day ever, with more than 800,000 sides of the condiment served. The quick-service chain's avocado usage jumped 68% to 18,500 cases, or more than 420,000 pounds of the fruit, for National Avocado Day on July 31.
The #GuacDance challenge featured children's musician Dr. Jean, whose "Guacamole Song" went viral on social media.
Chipotle partnered with YouTubers Brent Rivera and Loren Gray to promote the dance-off on TikTok, which has been the most downloaded app in Apple's App Store for five straight quarters, per app analytics firm Sensor Tower.
The guacamole-themed dance-off was Chipotle's second challenge on TikTok after the #ChipotleLidFlip effort in May. The lid-flipping challenge, which urged customers to post videos of themselves flipping Chipotle packaging, spurred 110,000 user-generated video submissions and 104 million video starts in its first six days.
Chipotle also has been active with campaigns centered on occasions like National Avocado Day. To celebrate National Burrito Day on April 4, the chain offered free delivery on all orders of at least $10 through the Chipotle app and website or via food-delivery app DoorDash.
This is their official challenge caption on TikTok: This is what happens when guac is not extra. Show us your guac dance and get free guac from Chipotle when you order online or in-app on 7/31/19. Offer valid July 31, 2019 only. One free guacamole per entrée when ordered via Chipotle app or online. Void where prohibited. Details: chip.tl/avoday