At first, it looked like whoever runs Chipotle’s Twitter account had just woken up after a very rough Saturday night. Around 1 p.m. Sunday, they posted this gem of a tweet:
The quick-service Mexican restaurant chain claimed that its account had been hacked, and over the next hour its feed was filled with the hilarious musings of someone who appeared to have confused the social network with email or Google. Mashable.com, however, reported that the supposed “hack” was just a publicity stunt.
“We thought that people would pay attention, that it would cut through people’s attention and make them talk, and it did that,” Chris Arnold, a Chipotle representative, told Mashable in an interview.
Arnold also told Mashable that the fake hack was a tie-in to its 20th anniversary Adventurito campaign, a 20-day scavenger hunt in which players must complete puzzles to win. Some of the tweets referenced ingredients used to make guacamole, a tie-in to Sunday’s puzzle:
Some of Chipotle’s Twitter followers called the chain out right away, but others were eating it up, tweeting reactions and responses the entire time.
Many didn’t seem to care that the whole thing was a sham.
MTV and BET staged their own fake hacks to get more publicity after Burger King and Jeep actually had their accounts hacked in February.