Chipotle is ticking all the millennial and Gen Z boxes with its Super Bowl ad outing, which will involve a bevvy of TikTok stars including David Dobrik and Zach King, set to the musical stylings of Justin Bieber.
To promote the fact that it will be offering free delivery on Sundays throughout the month of February — for all orders over $10 — Chipotle is launching a digital campaign dubbed ‘TikTok Timeout‘. Creators will be tasked with showcasing their own personal content stylings set to Bieber’s new single, “Yummy.”
Rather than running on TV during the big game, the spots will air on exclusively on TikTok — but during commercials after team time-outs have been called. (They can also be accessed via the hashtag #TikTokTimeout on Sunday). In addition to Dobrik and King, participants include Avani Gregg, Nick Uhas, Brittany Broski, Joshua Sadowski, Zahra, Kyle Shaffer, and Greg Auerbach.
“The second screen is essential to the modern-day football viewing experience for Gen-Z,” Chiportle’s CMO, Chris Brandt, said in a statement. “TikTok Timeout allows us to show up where our target audience is and optimize the entertainment value of the evening by delivering them fresh content featuring their favorite creators.”
This isn’t the first time that Chipotle has sought to harness the power of TikTok — or Dobrik, for that part. The Mexican chain ran a Halloween promotion with TikTok phenoms DreaKnowsBest and The Stokes Twins, which surpassed 2 billion total views. And it also partnered with Dobrik in April 2019 for a campaign surrounding National Burrito Day.