Chipotle logo history quiz image. from @chipotle

Video format

Single Photo

Video outline

1. Pose a direct challenge
2. Add a difficulty qualifier
3. Present numbered visual options
4. Incentivize participation externally

Hook overview

The entire image functions as a self-contained hook. The central question at the top immediately frames the content as a challenge, compelling the user to stop scrolling and engage with the puzzle.

Title hook

which 1 of these was NEVER our logo (hard version)

Verbal hook

this is a real head scratcher🤨 test how well u know chipotle for the chance to win big TMRW at link in bio

Visual hook

A clear, numbered list format presenting four distinct logos, creating a visual quiz that immediately challenges the viewer to spot the incorrect option. The use of familiar and slightly altered brand assets creates curiosity and encourages close inspection.

Hook strategies

1. curiosity-open-loops
2. identity-specificity

Payoff

The payoff is not visually present on the slide but is delivered through the caption, which promises a reward or future reveal ('win big TMRW at link in bio'), converting the user's cognitive effort into a specific call-to-action.

Narrative framework

The Authenticity Test

Narrative framework logic

To challenge the audience's brand knowledge by presenting a single-image, multiple-choice quiz that asks them to identify an incorrect or 'fake' item from a set of options. Engagement is driven by the user's desire to prove their expertise and an external incentive mentioned in the caption.

Narrative framework breakdown

• frameworkName: The Authenticity Test
• frameworkType: List-Style Narrative
• coreLogic: To challenge the audience's brand knowledge by presenting a single-image, multiple-choice quiz that asks them to identify an incorrect or 'fake' item from a set of options. Engagement is driven by the user's desire to prove their expertise and an external incentive mentioned in the caption.
• confidence: 95
• pendingStatus: created