LEVELING UP A GAMING PARTNERSHIP

Leveling up a gaming partnership

TLDR

rEvolution drove Chipotle’s engagement with the crucial gaming segment to the next level. We crafted partnerships with the year’s biggest game and the community’s biggest tournament, plus we delivered in-game assets, at-tournament benefits, and unprecedented brand connection.

CHALLENGE:

Gaming communities represent an important demographic to Chipotle. But they’re notoriously skeptical of brands. How could Chipotle authentically connect with this important contingent?

SOLUTION:

Be there, stay there, and be authentic – we doubled down with the biggest names in the game to prove our all-important-commitment to the fighting game community.
Chipotle consumers received in-game exclusives in the fighting game of the year, Tekken 8, including brand-centric cosmetics and powerful plus-ups.
We awarded trips to EVO, the premier fighting game tournament, where our community lounge hosted meet & greets with community stars and even the Tekken creators.
The Chipotle Extra Match was negotiated and secured to increase streaming at EVO, including the first-ever branded tournament on Sony’s PlayStation platform.
Our program increased coveted streaming at EVO by negotiating the Chipotle Extra Match in addition to securing the first-ever branded tournament on Sony’s PlayStation platform.

Results

From Chipotle’s ads actually being cheered at championship matches to winning Best Marketing Campaign as voted by the community, we forged a unique bond with fans that drove real brand love and sales. We leveled up with:

28K

TOURNAMENT REGISTRATIONS (A RECORD)

2.6M

SOCIAL IMPRESSIONS (FROM OFFICIAL CHIPOTLE POSTS ON EVO CHANNELS)

102,869,910

EARNED IMPRESSIONS (+19.4% YOY)

11,032,009

ESTIMATED MEDIA VALUE (+146% YOY)