2014 Platinum PR Awards: Cause-Related Marketing

Winner: Chipotle and Edelman - "The Scarecrow"

Chipotle and Edelman sought to engage consumers by creating an interactive mobile game to encourage curiosity about how food is raised. Accompanied by a short-film of the same name, “The Scarecrow” game was made available on iPhone, iPad and iTouch, and became wildly popular in the iTunes Store, resulting in nearly 600,000 game downloads, 31,000 average daily game sessions and a high-end engagement rate of 5+ minutes per session. The film has received 12.5 million YouTube views to-date with over 64,000 likes, and contributed to a 6.2% increase in the company’s 2013 third-quarter restaurant sales.

“The Scarecrow” film acted as a companion piece to a mobile game of the same name, which was designed for iPhone, iPad and iPod Touch, and produced in creative partnership with the Academy Award winning Moonbot Studios, which utilized both traditional animation and state of the art 3-D technology to leave an unforgettable impression.

The game and film sparked a media storm, resulting in diverse coverage across marketing, business, entertainment, agriculture and sustainability outlets. To-date “The Scarecrow” has garnered over 614 million+ media impressions across over 280 outlets, contributing to $9.5 million in ad equivalency from the company’s marketing activities September-November 2013. The viral video was named one of the top ads of 2013 by USA Today and Advertising Age. The game was discussed widely across social media channels—Twitter conversation alone resulted in 126,782,322 impressions, and four Facebook posts garnered 12,003 interactions.

Honorable Mentions:

  • Citizen Relations for P&G - NYAD Swim For Hurricane Sandy Relief
  • DoSomething.org & AARP Foundation's Love Letters campaign
  • Marina Maher Communications - U by Kotex and Generation Know: Creating a Movement of Young Women to Spread the Word About Vaginal Health
  • Nebo Garners Support from Design Enthusiasts to Save the Eames House
  • Weber Shandwick for Big Brothers Big Sisters of Massachusetts Bay - Chicks Dig Bigs: A Call for 800 Men