Chipotle Mexican Grill is tapping the creative energy of social media influencers with the launch of the first-ever “Creator Class,” an exclusive group that will help shape the future of the fast-casual brand.
Officials on Thursday announced 14 founding members. One more superfan will have the opportunity to join the class by making a Chipotle-themed TikTok video using #chipotlecreator and #entry between Sept. 9-13. Company officials will choose the top three videos and members of the creator class will select the 15thmember.
“The Chipotle Creator Class is an entirely new approach to influencer relationships that focuses on rewarding, thanking and empowering our biggest fans,” said Chris Brandt, Chipotle’s chief marketing officer. “We are committed to providing exclusive opportunities to our most influential superfans who have done so much to help grow our brand.”
The Newport Beach, Calif.-based company plans to host up to three virtual brainstorming sessions per year with the Creator Class to share concepts, ideas and strategies. Participants will be compensated for participation, but the company did not disclose details.
Creator Class members “may” also receive free food, catering for up to 25 of their besties and unique Chipotle goods.
Members may also get the opportunity to visit the company’s Cultivate Test Kitchen in Irvine, Calif., and they may have the opportunity to test new dishes before anyone else. They may also be able to offer their followers free burritos.
Perhaps most importantly, the Creator Class will have priority consideration for paid opportunities in future campaigns.
Among the inaugural class is Eric of Moneysigneric (1.2 million followers) — who was “the guy who won Chipotle’s sponsorship contest last year” — Salah Brooks (5 million followers) and Zahra of @Muslimthicc (3.1 million).
There’s also Newton Nguyen, or @newt, with 7.5 million followers; Zachary Fairhurst, otherwise known as @Maddzak (who got a one-of-a-kind fishtank from Chipotle) with 3.6 million followers; and Nina Marie Daniele @ninadrama (3 million followers).
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