Chipotle Launches the Chipotle Burrito Builder on Roblox
Niko Pajkovic — April 14, 2022 — Marketing
References: roblox & marketingdive
Chipotle Mexican Grill has partnered with virtual reality gaming platform Roblox to launch the Chipotle Burrito Builder, a new simulation experience that invites Roblox players to roll their own burritos in the metaverse.
Through the unique experience, players will be able to earn Burrito Bucks, which can be exchanged for an entrée code that can be cashed on the Chiptole app. The Chipotle Burrito Builder marks the first time a brand has used Roblox to offer in-game currency that can be exchanged for real-world products, making it a phygital experience that is certainly worth taking note of, especially for other brands looking to innovate in this space.
"We've tapped into play-to-earn, an emerging engagement model in the metaverse, to launch our newest experience on Roblox that celebrates the iconic Chipotle burrito," said Chris Brandt, Chief Marketing Officer. "We're blending the metaverse and real-world elements of our brand to take the Chipotle fan experience to a whole new level."
Image Credit: Roblox
Through the unique experience, players will be able to earn Burrito Bucks, which can be exchanged for an entrée code that can be cashed on the Chiptole app. The Chipotle Burrito Builder marks the first time a brand has used Roblox to offer in-game currency that can be exchanged for real-world products, making it a phygital experience that is certainly worth taking note of, especially for other brands looking to innovate in this space.
"We've tapped into play-to-earn, an emerging engagement model in the metaverse, to launch our newest experience on Roblox that celebrates the iconic Chipotle burrito," said Chris Brandt, Chief Marketing Officer. "We're blending the metaverse and real-world elements of our brand to take the Chipotle fan experience to a whole new level."
Image Credit: Roblox
Trend Themes
1. Phygital Gaming Experiences - Brands can leverage play-to-earn models, such as that offered by Chipotle on Roblox, to introduce phygital experiences to their customers.
2. Virtual Currency Integration - The use of in-game currency, such as Burrito Bucks, that can be exchanged for real-world products creates a new method for brands to integrate their products into virtual environments.
3. Metaverse Marketing - Brands can create immersive experiences that bridge the gap between the virtual and physical worlds, tapping into consumers' desire for unique and memorable experiences.
Industry Implications
1. Fast Food Restaurants - Fast food companies can use virtual environments to offer unique experiences that promote their products and engage with customers in innovative ways.
2. Gaming - Gaming companies can target consumers' desire for play-to-earn models and partnerships with brands to create exciting new gaming experiences with real-world benefits.
3. Retail - Retailers can leverage virtual environments to create unique shopping experiences that bring together the online and in-store shopping worlds, while offering exclusive virtual rewards for purchasing products.
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