Chipotle: Burrito Builder
Building a Restaurant in the Most Popular Game on Earth
In 2021 Chipotle set out with an ambitious goal. In 2020 the brand had launched a highly successful Roblox activation to support their Halloween campaign, and in 2021 they looked to up the ante by creating an entire restaurant experience in game. Working with Day One Agency to create the entire user journey, Chipotle gave visitors the opportunity to roll their own burrito, deliver burritos to unlock skins, and complete hidden side-quests to unlock hidden items. The goal was to give away free burritos to the first 100,000 visitors, and this goal was reached in the first hour of launch.
RESULTS
100,000 free burritos delivered to visitors
8 million players in the first week
Most successful branded Roblox experience of 2022
EXPERIENCE
Campaign Strategy
Content Planning
User-Experience Design
PR Coordination
