Chipotle decided to offer free delivery during the NBA Finals to get a leg up in the delivery wars, but needed to make it national news. However, the NBA Finals already had a category sponsor, so Chipotle couldn’t talk about the NBA Finals in any way, shape or form. We dug in and found out that 18-to-24-year-olds and 25-to-34-year-olds are driving the delivery trend. We also found research from McKinsey that millennial sports fans tune in for almost as many live sports events per week as older Gen X members and Twitter itself reports visits to its platform increase 4.1 times during live sports events while traffic to other social media sites remains the same. The brilliantly simple game of #Freeting was born. Each time the announcers said free - Free Throw, Free Agent, etc - @chipotletweets would tweet a code for free burritos. The first 500 people to text Chipotle that code would get a free burrito. 200k unique participants gave the game a shot resulting in a spike of 100% year of year of Chipotle delivery orders, and two billion earned media impressions.