Does breaking the fourth wall on Twitter work?
US fast food restaurant Chipotle is getting a lot of digital ink over its fake
Twitter hack. In the ruse, a series of seemingly non-sensical tweets hit the
@chipotletweets feed which were later revealed to be part of an
anniversary promotion. The tweets were clues in an online scavenger hunt and led participants to a guacamole recipe.
This tactic has been used successfully before, with Australian bank NAB
setting up its award-winning 'Breakup' campaign.
But does this work? Is it OK to use this fourth-wall-breaking technique to
raise attention? Or is it deceiving your community - and your customers? While it may create some short-term buzz and good will with those who are happy to play along, will people continue to
trust Chipotle tweets?