Chipotle is premiering a sustainability TV ad through Roblox, a first of its kind move. The “Unfolded” campaign highlights its eco-friendly initiatives, from responsible sourcing to reducing emissions, while the Roblox activation lets players earn in-game currency by completing sustainability challenges. It’s a smart move since Roblox is one of Gen Z’s favorite games, and young consumers are paying more attention to ads in video games than almost anywhere else. Plus, users can enjoy an IRL reward to keep them engaged. The first 50K players who view the ad, which lives within the virtual “Carnitas Cinema” world, can enjoy a free entrée code from the brand. The ad is set to air on TV as well, but Chipotle is using Roblox as the launchpad to engage younger audiences first. Chipotle’s blend of entertainment and education could keep Gen Z engaged while simultaneously making sustainability feel like something they can understand and participate in. (Marketing Dive)
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