Yglesias, a long-time booster of Chipotle, is impressed with the innovative ad:
The video itself is a promotion not for Chipotle per se but for an iOS game that’s available for free on the app store. This is all part of a larger marketing strategy that depends in part on the idea of essentially never doing television ads. Both the theme of this video—Chipotle’s message that it represents a superior alternative to conventional factory farming—and the lack of television advertising are designed to position the chain as a highbrow and upscale alternative to other quick service restaurants. Then when a video does come out, it’s high-quality high-impact stuff that really gets attention and is designed to be memorable. And if you ask me, it’s working.
The Dish 