Chipotle’s new Roblox game is giving away 50,000 free burritos — will you be one of the winners?

You may wish to dine on a burrito while gaming, as the new promotional strategy concocted by Chipotle Mexican Grill and Roblox allows you to do just that. In the fast-casual dining world, this initiative is jaw-dropping, and not just burrito-sized.

The goal is to promote their new virtual experience while simultaneously incentivizing players with real-world benefits incorporated within the game. And the cherry on top? 50,000 free burritos.

Gaming meets guac

This new Roblox experience is part of the trend set by Chipotle, stating that they are more focused on engaging in the metaverse by welcoming youngsters. As always, focusing on pop culture and modernizing branding to further build relations with Gen Z, this is a step further to merge with the requirements of the peerage.

In Roblox, claim burrito or bust! It is designed so that players can take part in various challenges such as burrito-rolling mini-games and climbing the restaurant attitude funnels. Outstanding winners can claim special codes used to purchase a free burrito through the Chipotle app or website.

The race to 50,000

As the giveaway is capped at a maximum of 50,000 redemptions, it becomes both a game and a race. Codes are given out on a first-come, first-served basis, making the competition even more exciting. The true reward for those that redeem a code is waiting for them at their local Chipotle.

These promotional products are designed specifically for certain marketing campaigns, inferring that they are targeted towards the company's annual “Boorito” Halloween campaign, which indicates that they are timed with greater business initiatives or midseason bursts.

A phygital strategy

This is more than a mere stunt. It is an act to boost marketing in the newly emerging phygital marketing—the merging of physical world experiences and digital platforms.

Chipotle has tried similar marketing campaigns in the past, such as sponsoring restaurants in video games and selling in-game branded items. The objective? Transforming brand recognition into deeper loyalty to the brand while converting digital entertainment into real-world foot traffic.

So, will you be one of the winners?

With only 50,000 complimentary burritos available, the stakes have been raised. If you are a Roblox player or just curious about burritos, now is the time to join, showcase your talents, and potentially win a free meal.

The last thing you would think of is a burner in the metaverse preparing your next burrito.

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