On Sunday, the restaurant began tweeting a series of odd messages, including an apparent grocery list and a password request for Mittens13. Later in the day, the restaurant sent a tweet apologizing to followers for a “problem” with the account, MediaBistro notes.
The strange messages and apology suggested that Chipotle’s Twitter account had been briefly seized by hackers. However, the company now says that it was all a promotional gimmick.
Chipotle is launching a 20-day treasure hunt to celebrate its 20th anniversary. The fake tweets referenced clues from the upcoming promotion.
A company representative said that Chipotle added 4,000 new Twitter followers on Sunday, up from an average daily increase of 250 new Twitter followers.
Shares of Chipotle Mexican Grill fell modestly in Monday midday trading.