Chipotle's Gamified AR Filter Turns Avocados into a Winning Experience

Creative Idea The central concept is to gamify brand interaction through a custom Augmented Reality filter. The campaign, titled "AvoLotto," invites users to "scan" a real avocado with their phone for a chance to win a prize. This transforms a typically passive viewing experience into an active, participatory event centered around one of the brand's most iconic ingredients, creating a direct and memorable connection between the product and a fun, rewarding activity. Execution Breakdown The video begins with an energetic user, framed by the avocado-themed AR filter, expressing anticipation for the game. They present a real avocado to the camera, which triggers a futuristic scanning animation within the filter. This sequence builds suspense effectively, leading to a celebratory reveal of a "perfect" avocado graphic. The climax is a clear, concise prize screen announcing the user has won "Free Guac for a year," complete with simple instructions for redemption. Why It Works This strategy succeeds by leveraging gamification to create a powerful incentive for participation. The low barrier to entry-simply using a filter and pointing it at an avocado-makes it accessible to a wide audience. The potential for a high-value, brand-relevant reward drives excitement and encourages repeated plays. Furthermore, the interactive nature of AR filters inherently promotes user-generated content, as participants are likely to share their own attempts and wins, amplifying the campaign's organic reach. What to Replicate vs. What to Test Next Marketers should replicate the use of simple, interactive gamification tied to a core brand element. Creating an experience that is both fun and offers a tangible reward is a proven formula for engagement. To test next, the brand could introduce tiered prizes to increase the number of winners and maintain momentum. Another avenue would be to incorporate a social sharing mechanism directly into the filter experience, prompting users to challenge friends and further boost virality. Adaptations for Small Business Owners Small businesses can adopt this approach on a smaller scale. Instead of a custom AR filter, they can use platform-native tools like Instagram Story polls, quizzes, or interactive stickers to create games. For example, a local bakery could run a "Guess the Secret Ingredient" contest in their stories, with correct guessers entered into a drawing for a free pastry. The goal is to foster active participation and make customers feel involved with the brand. In conclusion This campaign is an excellent example of modern engagement marketing. By blending AR technology with the universal appeal of winning a prize, it successfully converted passive social media scrollers into active brand participants. It proves that interactive content, when executed thoughtfully, can generate significant buzz, foster a sense of community, and strengthen customer loyalty in a crowded digital landscape.