"Dady" Generated More Than 8 Million Views In Chipotle Mexican Grill Ad Contest

Actually, It is a Popularity Contest

(Monday, November 20, 2006) - With an astonishing
8,007,634 views in the first three weeks it was posted on YouTube.com,
the University of Nebraska-Lincoln's "Dady" is Chipotle Mexican
Grill's "30 Seconds of Fame - Most Viewed" winner. Southern Methodist
University's "The Wall" was a close runner-up, receiving 7,763,368
views in the same timeframe. Total views were noted as of 2:00 p.m.
Mountain Time on Friday, November 17th.

"Dady" beat out nearly 70 entries from more than 20 colleges and
universities nationwide. All spots were submitted as part of
Chipotle's "30 Seconds of Fame" student advertising contest. The
contest challenged students to create 30-second commercials that best
represented Chipotle and its personality. The "Most Viewed" component
of the contest encouraged students to conduct marketing efforts to
drive viewers to the videos posted on YouTube and compete for a
$10,000 prize.

"This was an opportunity for students to use their imagination to
not only develop an outstanding ad, but to find creative ways to drive
audiences to view it," said Jim Adams, Chipotle's director of
marketing and bon vivant. "We developed this contest with the hopes of
tapping into our consumers to see how they would tell the world about
Chipotle. This was also Chipotle's first real step to embrace video
and user-generated content and, while we were a bit alarmed by a few
of the spots, most of the students did a tremendous job, making us
optimistic about the potential for using the spots in other ways."

"When the students first started this project, their goal was to
think big and capture their creative spirit to develop an
advertisement to best represent their interpretation of a respected
brand," said Amy Struthers, Assistant Professor of Advertising at the
University of Nebraska-Lincoln. "We are thrilled with the teams'
ability to tell a compelling story in 30 seconds and their ability to
successfully generate enough buzz to secure the Most Viewed title and
a cash prize."


Fast Facts about "Most Viewed" Submissions

Total Views: -- All "Most Viewed" submissions: More than
(as of 2 pm MT, November 17.3 million
17, 2006) -- "Most Viewed" winner, "Dady": 8,007,634
-- "Most Viewed" runner-up, "The Wall":
7,763,368


YouTube Achievements: -- "Dady" and "The Wall" ranked the top two
Most Viewed YouTube videos during the
month they were posted
-- "Dady" and "The Wall" included in the
Top 20 Most Viewed YouTube videos of all
time
-- "Dady" and "The Wall" included in the
Top 5 Most Viewed Entertainment videos of
all time


"Dady" and "The Wall" -- U2 and Green Day "The Saints Are Coming"
received more views than: video
(in the month posted) -- the first four minutes of Borat:
Cultural Learnings of America for Make
Benefit Glorious Nation of Kazakhstan
-- Borat's interview with David Letterman
-- Dove's Evolution commercial
-- the controversial Michael J. Fox
campaign ad - which was covered on many
national news networks


Ad Equivalency: -- Cost to achieve 17 million of online
impressions: $346,000 (based on basic
media buying benchmarks of $20 CPM)
-- Cost to achieve 17 million of TV
impressions: $434,650 (based on basic
media buying benchmarks of $25.10 CPM)
-- Chipotle's cost to achieve more than 17
million views on YouTube: $50,000

About "30 Seconds of Fame"

Chipotle launched its two-tiered "30 Seconds of Fame" student
advertising contest in October. The winner of the creative component,
"The Wall" by Southern Methodist University students, was announced
earlier this month. Students on the team received $20,000 - half to go
to the school and half to split among the team members - while the
second place team, University of Nebraska students who created "Dady,"
received $10,000 to be divided between the students and the school.

About Chipotle

Chipotle Mexican Grill (NYSE:CMG) (NYSE:CMGB) offers a focused
menu of burritos, tacos, burrito bols (a burrito without the tortilla)
and salads made from fresh, high-quality raw ingredients, prepared
using classic cooking methods and served in a distinctive atmosphere.
Through our vision of Food with Integrity, Chipotle is seeking better
food not only from a variety of fresh ingredients, but ingredients
that are sustainably grown and naturally raised with respect for
animals, the land, and the farmers who produce the food. Chipotle
opened its first restaurant in 1993 and operates more than 530
restaurants today. For more information, visit www.chipotle.com.



CONTACT: Chipotle Mexican Grill
Chris Arnold, 303-222-5912
carnold@chipotle.com

SOURCE: Chipotle Mexican Grill

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