Chipotle’s social media team eventually stumbled upon the video, which currently boasts more than 28 million views on Instagram, 1 million views on TikTok, and 5.2 million views on YouTube. Tariq’s adoration for corn originated when someone informed him about its existence and how delicious it tasted. In the video, Tariq expresses his continuous affection for corn on the cob. Recess Therapy uploaded the video, showcasing an enthusiastic Tariq, who is also recognized as Corn Kid on social media. This inquiry initiated the widespread dissemination of the video featuring Tariq, a seven-year-old child, throughout the internet.
Chipotle has taken a proactive approach to maintaining cultural relevance on social media. Recently, they announced their #GuacDance TikTok Challenge, which resulted in over 1.1 billion views and over 250,000 video submissions. In honor of National Nurses Week this past April, Chipotle gave away free meals to 2,000 healthcare workers for a year and hosted a social media giveaway. Earlier this year, after mispronouncing the name “Chipotle,” a member of the K-pop band BTS, Jungkook Jeon, changed their Twitter name to “Chicotle.” The beloved restaurant brand has a history of creating viral moments and building a community through conversations among customers and fans on social media, particularly when it comes to their famous guacamole.
This partnership between Chipotle and TikTok/Instagram has become the perfect example of how to harness the power of online conversation and develop meaningful content for creators. With almost 90 million views across their videos on TikTok and Instagram, the video has become a major online hit, described as the “collab of the year” by E! News and garnering re-posts and press from major media outlets. It features Tariq ordering a Chipotle bowl from inside the restaurant, offering a glimpse of all the ingredients. This time, Chipotle has partnered with a corn-loving kid to produce a short-form video for their highest-performing social media channels.
…And truthfully, I can’t imagine a more beautiful thing. Output: …And honestly, I can’t envision a more exquisite phenomenon.
Interview With Chipotle’s Social Media Manager.
Spill the gossip, I inquired. Neiv Toledano, the Social Media Manager at Chipotle, joined the company in 2019 and concentrates on enhancing the brand’s exposure and resonance among the Gen-Z demographic. I contacted Team Chipotle to gain insight into the execution of this content and the process of establishing a collaboration with Corn Kid.
Q: How did the concept for the Corn Kid video come into existence?
We wanted to feature Tariq with our authentic corn inside Chipotle restaurant, but we were trying to find ways to insert the conversation into the brands. Both our marketing team members and social media fans were saying something to us and tagging us, trying to do something with Tariq. The week of August 22, Kid Corn took off on TikTok.
Q: How did you approach Corn Kid?
A: Once we witnessed Tariq’s inclusion in Cameo, we contacted our acquaintances at the company, who facilitated our connection with him.
Were there any obstacles? This partnership came together quite swiftly. Were there any difficulties? How much time did it take to organize this advertising campaign? It appears that the Chipotle marketing team was successful in bringing it off.
Within a span of 17 hours, Tariq made an appearance at one of our restaurants located in Queens, NY for a day of production. We managed to secure an agreement with an influencer and assembled a compact and agile team that swiftly carried out the task, enabling us to become a significant part of the ongoing cultural dialogue. The primary obstacle we encountered was ensuring that we executed the task quickly enough to actively participate in the cultural discourse.
Q: People will be interested to know. How was the experience of working with Corn Kid?
A: Tariq was a pleasure to collaborate with. He’s an incredibly courteous and optimistic youngster who kept everyone grinning on the set.
Q: What is the future of your relationship with Corn Kid? Are there any intentions to collaborate with him moving forward?
Tariq is always open for more collaborations, but he is especially a fan of Chipotle because it is authentic.
Q: What recommendations do you offer to influencers and creators who wish to collaborate with international companies such as Chipotle?
Chipotle is so important to us because we only work with creators who showcase their fandom brand in an engaging and authentic fashion.
Q: What recommendations do you have for brands that desire to collaborate with viral influencers such as Tariq?
The fanbases of the brand and the creator must offer genuine value and be authentic. Viral influencers collaborating with the brand require a unique perspective. Tariq, who frequently visits our Chipotle Howard Beach restaurant in Queens, NY, exemplifies our commitment to engaging with genuine fans on a regular basis.
What Companies Can Learn From Chipotle’s Collaboration with Corn Kid.
Here are some takeaways from my Q&A with Team Chipotle, particularly in terms of virality, brands that want to partner with influencers or creators.
Look to Chipotle as a brand that’s giving the people what they love most–a feel-good moment to remember (and corn, of course).