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
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