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Chipotle’s annual “Boorito” Halloween event is coming to Roblox—and Roblox only.

Oct 28 2021

Chipotle’s annual “Boorito” Halloween event is coming to Roblox—and Roblox only. Starting today (October 28), Chipotle will be open for business inside Roblox to kick off its 21st annual “Boorito” event—becoming the first restaurant to open a virtual location on the platform (Chipotle’s “Boorito” event is only happening inside Roblox this year where it plans to give away $1 million worth of free burritos). Roblox players can visit the in-game Chipotle starting at 6:30 p.m. ET where a variety of food promos will run until October 31. Upon visiting, users can dress up their avatar in branded costumes (like Chip Bag Ghost, Burrito Mummy, and Spicy Devil), and the first 300,000 visitors on each day of the promotion will score a code to receive a free burrito. Additional visitors will receive a “Boorito” code, granting them a $5 burrito, bowl, salad, or taco entree. Once they grab their codes, players can navigate through the Chipotle Burrito Maze to collect ingredients while avoiding monsters to find the day’s Chipotle-themed virtual items for their avatar. Integrating in-game events/experiences has become a marketing trend as brands rethink how they engage with young consumers during the pandemic, and Chipotle’s virtually exclusive “Boorito” event signals how the restaurant is investing more in digital experiences. (Ad AgeUSA Today)