CHIPOTLE METAVERSE

Creating an award winning experience where in-game activity netted players IRL utility at Chipotle.

For obvious reasons, National Burrito Day is an important date on the marketing calendar for Chipotle each year. So naturally, we went BIG for NBD ‘22. Introducing Burrito Builder: Chipotle’s most ambitious foray into the Metaverse to date! Not only did we offer players a simulated version of the employee experience across the line of every ingredient, we also built an explorable sandbox surrounding Chipotle’s very first restaurant ever in Denver, circa 1993. This included a public leaderboard where players could compare their burrito rolling skills with the rest of the world, a delivery side quest, social spaces and my personal favorite inclusion — Burrito Buddy — a mini burrito humanoid that follows players around, inspired directly by the massive multiplayer pets found in the games I played growing up. But perhaps best of all for players, we tied in-game activity with real-world rewards. For anyone that rolled an in-game burrito, they earned a promo code for a FREE burrito in the Chipotle Rewards app. It took less than 10 minutes for us to give away $1MM worth of burritos to players.