Fast food chain Chipotle has built a virtual location in Roblox that offers real world rewards in exchange for digital engagement.
As a part of the brand’s 21st Booritos Halloween celebration, Chipotle built a virtual replica of one of its locations within the popular game, where visitors could win free burritos for completing a simple branded challenge.
Visitors to the virtual experience had to dress their avatars up in Chipotle-inspired Halloween costumes before entering the virtual Chipotle restaurant. The first 30,000 Roblox users who visited the virtual cashier in costume each day were rewarded with a code for a free burrito, which they could use on orders placed online or in-app at participating Chipotles in the US.
Visitors were also invited to explore the “Chipotle Boorito Maze”. Anyone making it past the spooky monsters to the centre were rewarded with limited-edition virtual Chipotle items for their Roblox avatars.
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