Chipotle Twitter Hack Was Not What It Appeared

by Christopher Freeburn | July 29, 2013 12:06 pm

Restaurant Fast Food Chipotle 2 300x199 Chipotle Twitter Hack Was Not What It Appeared[1]Followers of Chipotle Mexican Grill‘s (CMG[2]) Twitter account were pranked over the weekend[3].

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.

Earlier this year, Viacom‘s (VIAB[4]) MTV and BET cable channels coordinated a PR stunt in which they pretended their Twitter accounts had been hacked[5].

Shares of Chipotle Mexican Grill fell modestly in Monday midday trading.

Endnotes:
  1. [Image]: http://investorplace.com/wp-content/uploads/2011/05/Restaurant-Fast-Food-Chipotle-2.jpg
  2. CMG: http://studio-5.financialcontent.com/investplace/quote?Symbol=CMG
  3. were pranked over the weekend: http://www.mediabistro.com/prnewser/chipotle-fakes-twitter-hack-for-20th-anniversary-publicity-stunt_b68623
  4. VIAB: http://studio-5.financialcontent.com/investplace/quote?Symbol=VIAB
  5. pretended their Twitter accounts had been hacked: http://investorplace.com/2013/02/why-mtv-bet-faked-their-own-twitter-hacking/

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