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The first issue I had with this mobile marketing campaign was that the call to action was completely misleading.
If I was advising Mark Crumpacker, Chipotle’s chief marketing officer on how to fix this mobile marketing campaign, this is what I would suggest.
First I would change the entire use experience of the SMS campaign, as you can see below from my new concept.
It’s extremely long right now, so long that I stood in line, ordered my burrito, paid, and sat down, before I finished the entire process to get to the call to action to subscribe to future offers. The second change I would make is that if a customer had already subscribed and texted GOLD again, they would be directed to the original mobile trivia game, minus the call to action to subscribe at the very end.
The third thing I would do is to add a QR code, they make it easier for people with a QR code reader on their phone and they look cool.

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I was beyond ecstatic that they’ve started using SMS marketing, so I texted GOLD to 888222 to see how the new SMS campaign worked. Usually Chipotle is all about simple ingredients, but for some reason they took the complete opposite route when designing their mobile campaign. It took nearly seven text messages as you can see below to opt-in to receive future promotions from Chipotle. Since the signs are already up, I would focus on tweaking the text messaging campaign to better fit with what the call to action on the sign is. I’m guessing that currently most customers abandon the campaign before ever getting to the end. Sometimes those lines at Chipotle are crazy long, why not give the customers something to do while waiting.
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I was assuming that by texting I would learn more about these fresh ingredients maybe with a video, mobile website, or even a  fun fact about the fresh ingredients they use at Chipotle. Since the goal of this mobile marketing campaign is both to educate and have the customer subscribe to receive future offers, I would do the following.
Remember I own a mobile marketing company, I would have stuck it out for awhile before giving up. Marketing Team CollaborationCoordinate a virtual marketing team, run more efficient marketing team meetings, enable marketing team collaboration with agency partners, and keep marketing stakeholders informed.
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