Chipotle’s new Burrito Builder experience in Roblox lets fans win branded currency that can be exchanged for entree codes. Following Chiptole’s Boorito Halloween event in Roblox, the QSR is dropping a Burrito Builder experience just in time for National Burrito Day (April 7) where players can try their hand at virtually rolling burritos. The first 100,000 players to successfully roll a burrito will win enough Burrito Bucks to earn an entree code they can redeem via Chipotle’s digital platforms. Players can also unlock ‘90s-inspired uniforms and virtual items, which pay homage to the chain’s founding in 1993. Not only is Chipotle’s Burrito Builder the first virtual world experience where players can win branded currency, it shows how the brand is merging the real and virtual worlds in a way that’s valuable to current gamers—and newcomers. YPulse’s Metaverse trend research shows 61% of virtual world gamers say they’re more likely to purchase from brands that interact with their virtual worlds. (Marketing Dive, USA Today)
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