Earlier this year, Chipotle Mexican Grill showed its short film “Back to the Start” during the Grammy Awards telecast, and the company estimated it generated 150 million media impressions — akin to a Super Bowl ad. That’s if you include the 40 million viewers who watched the awards show, and the social media blaze that followed as the video was “liked,” tweeted and shared for days. The two-minute film has no spoken words, simply Willie Nelson singing ...

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