Last month Chipotle ran a BOGO promotion for a new NBC show on Facebook. Anyone who watched the 90-second video promoting NBC's new show America's Next Great Restaurant was able to get a Chipotle coupon in return. The chain's founder and CEO, Steve Ells, is one of four investors on the show.

Meanwhile, Chipotle ran an in-store texting promotion offering a chance to get a catered burrito party. Anyone who texted 'ANGR' (for America's Next Great Restaurant) at any Chipotle location had a chance to win.

This is a good example of a brand integrating social, mobile and video to effectively drive awareness and brand adoption. Chipotle's CMO Mark Crumpacker says the goal wasn't to garner more Facebook "likes," but to simply generate exposure for the show. However, the brand reported receiving as many as 4,000 Facebook "likes" per day during the week-long campaign, more than double its regular average.

Chipotle has a history of using social media creatively, with a campaign last year encouraging consumers to forward an e-mail to raise awareness about a charity offering healthy school lunches. What do you think about Chipotle's strategy? Were you one of the thousands eating free burritos in March?