“The Scarecrow,” is an entertainment franchise (animated short, mobile game, and song) depicting a scarecrow’s journey to bring wholesome food back to the people.
The short, distributed on YouTube and in-game, is set to Grammy Award-winning artist Fiona Apple's remake of “Pure Imagination” from film classic “Willy Wonka and the Chocolate Factory."
The mobile game continues the film’s story as players help The Scarecrow correct the wrongs committed by Crow Foods. Players received a mobile coupon to Chipotle delivered immediately to their devices.
The song is available on iTunes for charity, and the game is available free on IOS App Store.
The Scarecrow franchise created a conversation about food in popular culture generating over 614,000,000 PR impressions.
In its first month, The Scarecrow sparked 18.4 million conversations across 17 social platforms with a 92.7 social sentiment score. For the first time, Chipotle unseated Taco Bell as top social brand on the Restaurant Social Media Index Top 250 list.
Since launching, the film has reached over 12,500,000 YouTube views. Over 650,000 people have downloaded the game, playing for an average of 5 minutes.
The song debuted #32 on Billboard's Streaming Songs chart and reached over 13,000 purchases on iTunes.
Chipotle is known for its burritos, but few know that Chipotle has radically changed fast food. Believing that the more people know about Chipotle, the more they will become passionate and loyal customers, Chipotle asked wanted to tell this story.
The result was a content driven marketing platform, “Cultivate a Better World", designed to emotionally engage customers in Chipotle's journey to create a sustainable future. As a continuation of the Cultivate platform, “The Scarecrow” was created to create a conversation about the state of processed food and its effect on our world.