Chipotle, a Mexican restaurant based in the US, mounted a social media stunt by changing its Twitter name after BTS Jungkook mispronounced the brand’s name as ‘Chicotle.’
On January 23, BTS posted a behind-the-scenes video of their Late Late Show with James Corden Crosswalk Concert episode on their official YouTube channel. In the video, all the members, except V who ordered a hamburger, can be seen enjoying their bowls of Chipotle after their performance.
“How do you eat this? What is this, Chicotle?” asked Jungkook, who then shared his Chipotle bowl with co-member J-hope.
Jungkook even took a moment to appreciate the food, saying, “I love this. I want to eat this every day.”
Only a few hours later, Chipotle immediately responded on the band’s official Twitter post, “It’s Chicotle from now on.”
It's chicotle from now on
— Chipotle (@ChipotleTweets) January 23, 2022
Proving their statement, the Mexican restaurant rebranded on Twitter afterwards. Not only did it change its Twitter name, but it also replaced its header, displaying the word ‘Chicotle.’
Chipotle continued to connect with the band’s fan base by partnering with the US BTS Army (@USBTSARMY) and providing a promo code for free Chipotle bowls. And, just like the highly in-demand albums and merch of the Bangtan Boys, all 7,000 burrito bowls were redeemed in just a span of 14 minutes.
Chicotle code is used up https://t.co/ESxixSw2TI
— 🥢BTS ⟭⟬ Merch⁷⟬⟭🔍⍤⃝🔎 (@BTSMerchUpdates) January 26, 2022
Although unexpected, Chipotle indeed boosted their brand. All thanks to Jungkook’s slip of the tongue!
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