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Chipotle helps launch hit fighting game

Chipotle Street Fighter 6
Chipotle is promoting the "Street Fighter 6" video game release.

Chipotle Mexican Grill is running a new digital promotion tied to the upcoming release of a major video game.

The quick-service retailer is an official launch partner of the game “Street Fighter 6,” which is available on Friday, June 2. Starting June 2, Chipotle will offer customers the opportunity to earn “Street Fighter 6” premium in-game currency, Fighter Coins, when ordering through the Chipotle app or wesbite using a special promo code.

With every qualifying order placed, customers will receive a code for 250 Fighter Coins while supplies last, allowing them to purchase in-game merchandise and avatar features. Members of the Chipotle Rewards loyalty program can also redeem 250 rewards points to receive an additional code for 250 Fighter Coins.

Chipotle will also offer access to an exclusive loyalty reward via the Twitch social gaming platform Beginning June 2 at 9am PT, Chipotle Rewards members who watch an hour or more of livestreams on participating Twitch channels will receive one of a total of 500,000 free chips and guacamole offers, while supplies last.

In addition, on Saturday, June 17, the retailer’s Chipotle Challenger Series e-sports competition will return with “Street Fighter 6” as its title game. Winners will receive a trip to the 2023 Evolution Championship Series fighting game competition in Las Vegas Aug. 4-6, for which Chioptle is serving as presenting sponsor.

Later this year, “Street Fighter 6” will feature in-game integrations like Chipotle Daily Brackets, and Chipotle-branded signage and avatar items. 

"Our FGC partnerships closely align Chipotle to a passionate and competitive community of gamers who are looking for convenient, delicious, and healthy options while playing titles like Street Fighter 6," said Chris Brandt, chief marketing officer at Chipotle. "We're thrilled to be able to enhance gameplay and unlock fun experiences for gamers."

"This partnership will provide Chipotle with an unparalleled opportunity to connect with the passionate and dedicated fighting game community and to create innovative activations in-game and in-real-life within Street Fighter 6, Chipotle Challenger Series, and Evo, throughout 2023," said Jason Scorrano, head of partnerships for gaming/e-sports company RTS. "This innovative partnership will shape the future of the fighting game community and how brands connect with it in meaningful ways."

Chipotle cooks up virtual rewards promotions

Chipotle has run several other omnichannel marketing campaigns, specifically aimed at members of its loyalty program, in the past year. For the 2023 Cinco De Mayo holiday, the retailer ran multiple marketing efforts. Most notably, these included an initiative based on Partiful, a text-oriented event management and social networking platform popular with Gen Z consumers.

In January, the retailer launched “Freepotle,” a new perk for members of its Chipotle Rewards loyalty program that will provide them up to 10 free food drops throughout 2023. As part of its promotional strategy for Freepotle, Chipotle introduced a new "Freepotle" Prize Wheel on the TikTok Live and Instagram Live livestream platforms.

In October 2022, the retailer ran the 22nd annual version of its “Boorito” Halloween event. Chipotle Rewards members could redeem the offer in-store by opening the Chipotle app, tapping "scan,” and scanning their Chipotle Rewards member ID at the register.

The retailer also launched a "BooReal" promotion on BeReal, a social media platform popular with GenZ consumers that gives users a short two-minute deadline to post whatever is happening in their day, wherever they are located when the notification is sent. In addition, Chipotle gave away cash to Chipotle Rewards members for Halloween in partnership with the Cash App financial services app.

Headquartered in Newport Beach, Calif., Chipotle Mexican Grill Inc. had over 3,200 restaurants as of March 31, 2023, in the United StatesCanada, the United KingdomFrance and Germany, and is the only restaurant company of its size that owns and operates all its restaurants.

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