What do you get when you combine gold foil-wrapped personal treasures (from iPhones to baskets of kittens),  Amy Sedaris, a Twitter trending topic, Votigo’s photo contest tools, an important social cause, and delicious burritos stuffed - as they have been for 18 years- with sustainable ingredients?


A (literally) shimmering case study in cross-platform social media promotion, brought to you by Chipotle Mexican Grill, digital agency Rokkan and Votigo.  The Denver-based purveyors of gourmet Mexican food with integrity launched the Wrap What You Love Contest to promote their high-quality ingredients and engage potential customers by asking them to submit photos of their favorite objects, wrapped in foil, for a chance to win $10,000 or 24k Gold coins.


Burrito connoisseurs can join in the fun via a custom microsite or the brand’s Facebook page, both Votigo-powered. The magic touch: submissions, featuring standard silver foil, are magically turned to gold by an integrated flash app.  The social audience can also learn how to “goldify” from comedienne Sedaris- of Strangers with Candy fame- on Chipotle’s YouTube channel or catch the trending action on Twitter, still buzz worthy by searching #ChipotleGold.


Orchestrated by digital agency Rokkan, Wrap What You Love is a solid gold example of communicating a consistent brand message across multiple social channels and of motivating voters with great incentives and relevant calls to action.  The best evidence may be the 15,000+ (and counting) votes- each contributing a dollar to FamilyFarmers.org. It has also generated residual buzz at ClickZ and MediaPost, among other outlets, and motivated more than a few Votigo people to grab a burrito after work.


Stay tuned to the blog for more on how to execute a flawless photo contest or user-generated content campaign, or contact us now to get started.