Brand prompts tattoo duet challenge from @chipotle

A brand representative directly addresses the camera to initiate a viral duet challenge, prompting viewers to show off various tattoos (favorite, first, most painful, etc.) in order to drive engagement and promote a time-sensitive in-store giveaway for customers with tattoos.

Creator: @chipotle on Instagram

Video format

Speaker address

Video outline

  1. Call out target audience
  2. Establish interactive premise
  3. List categorical prompts
  4. Reveal matching items
  5. End on emotional note

Hook overview

Directly addresses a specific demographic and explicitly asks them to interact with the video using a specific platform feature.

Title hook

chipotle tattoo tour

Verbal hook

If you have tattoos, please please please duet this video.

Visual hook

Creator stands center frame wearing a white t-shirt with arms fully covered in Chipotle-branded temporary tattoo sleeves, immediately gesturing to the camera to grab attention.

Hook strategies

  1. identity-specificity

Payoff

Ends on an emotional high note, leaving the viewer primed to reflect on their own collection and participate in the requested trend.

Narrative framework

The Categorical Showcase Tour

Narrative framework logic

A rapid-fire sequence of specific, emotionally and physically distinct prompts designed to showcase a collection of items while encouraging audience participation via remixes or duets.

Narrative framework breakdown

  • frameworkName: The Categorical Showcase Tour
  • frameworkType: List-Style Narrative
  • coreLogic: A rapid-fire sequence of specific, emotionally and physically distinct prompts designed to showcase a collection of items while encouraging audience participation via remixes or duets.
  • confidence: 95
  • pendingStatus: created

Topics: Brand Marketing, Restaurant, Advertising

Concepts: Challenge

Formats: Speaker address

Elements: Engagement CTA, Text Overlay, Product Placement

Account types: Brand

Transcript excerpt

If you have tattoos, please please please duet this video. Show me your favorite tattoo, your first tattoo, your most painful tattoo, your biggest tattoo, the tattoo that everyone gives you compliments on, and your most meaningful.

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