Inside A Consumer-Generated Campaign: Kent State Students Compete to Create a Chipotle Ad

copyright Adage.com
by Andrew Hampp
published October 20, 2006


NEW YORK (AdAge.com) -- Matt Eck recently constructed a 4-foot football-shaped burrito out of electrical tubing, chicken wire and aluminum foil. Why? He's hoping to become one of those consumers who generate content for a marketer.

The burrito came into existence as part of an assignment for his video-field-production class at Kent State University in Kent, Ohio. But in addition to an "A," Mr. Eck hopes his homework turns out to be worth $10,000.

Maximum creativity
That's what's at stake in a nationwide ad contest run by Chipotle Mexican Grill. Mr. Eck and his classmates are competing against 21 other colleges nationwide, including University of Kansas and University of Missouri. The promotion asks students to create 30-second commercials with minimal guidelines in hopes of churning out maximum creativity. The winning team is awarded $10,000 in cash, an exclusive run of their ad on the Chipotle website and the possibility of it appearing on national TV. An additional $10,000 will be donated to the winning college's film or advertising department.