Chipotle announced on Wednesday that it is spicing up the 2021 NBA Finals by hiding up to $1 million USD (or more, depending on whether the Bucks and the Suns face off further than Game 4) of free burritos in its television advertisements.
During Tuesday night’s Game 1, the fast-casual Mexican grill hid a unique keyword at the end of its ad that unlocked 10,000 free burritos — a complete surprise to basketball fans who were given no heads up to Chipotle’s cryptic offering.
“Did you all see that?” the brand tweeted alongside a basketball emoji, following the commercial’s debut.
Did you all see that? ?
— Chipotle (@ChipotleTweets) July 7, 2021
As the series continues, Chipotle will continue to offer varying prizes during each game that will be hidden in the end card of its commercial.
Now that the secret is out, Chipotle expects codes to expire fast — so in order to redeem a free meal, fans must have their phones ready to text the keyword to 888-222 as quick as possible.
“The final games of the basketball season are arguably some of the most entertaining moments of the year,” Chris Brandt, Chipotle’s Chief Marketing Officer, said in a statement. “Along with the high-profile player matchups, off-court storylines, and fan interactions, our hidden code giveaway creates another ‘game within the game’ and elevates the viewing experience for our fans during breaks in the action.”
Elsewhere in basketball, Kevin Durant has responded to Steve Kerr’s issue with his Twitter usage.