Welcome to the Booritoverse
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Reinventing a Tradition for Gen Z
The Challenge
Evolve a beloved tradition to create the next generation of Boorito fans.
An annual fan favorite, Boorito is an established Chipotle tradition for Millennials, but was mostly unknown to Gen Z.
So in 2021 — amidst a pandemic — we saw an opportunity to innovate and turn Boorito into the ultimate shared experience by bringing it into the metaverse, one of Gen Z’s favorite digital haunts.
We partnered with Roblox to be the first restaurant brand to open a virtual location on the platform, replicating the Chipotle in-store experience and building a spooky corn maze for fans to navigate and score prizes — including free burritos redeemable IRL!
We helped fuel pre-launch excitement by engaging with Roblox leak social accounts.
Two days before launch, we dropped the announcement to drive awareness and build hype.
On launch day, within 3 minutes of going live, the masses flocked to the experience.
The game trended on Twitter twice and was tagged in countless TikToks — there wasn’t a corner of the internet it didn’t reach.
Earning It
Results
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0 M+Plays
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0 M+Unique Users
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0 B+PR Impressions
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0 B+Owned Impressions
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0 M+Owned Engagements
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0 K+Social Mentions
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# 0Digital Ordering Day in Chipotle’s History
