All you had to do to get a free burrito was show up at a participating Washington area Chipotle Restaurant wearing an article of tin foil. This was the simple message posted on Chipotle's Facebook page.
At the time of this post more than 54,000 people claimed to be participating. My wife, who is a high school teacher in Montgomery County, Maryland, said all of her students were talking about it and were making plans to buy Reynold's Wrap. They scrapped their original costume plans and wrapped themselves in foil. As I was heading out to take my daughter trick or treating, a half dozen of my neighbor's teenage sons were all decked out in Reynold's Wrap, on their way to Chipotle to claim their free burrito. It seemed that anyone over the age of 14 knew about it. And more than 40 pictures were posted on the Chipotle Facebook page.
Ok, let's not measure ROI on this promotion, but it created quite a buzz. Reynold's Wrap might have been the biggest winner.
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