The Chipotle Metaverse Burrito Rolling Contest
Chipotle may not strike you as a tech pioneer, but it’s launched a number of experiments onto tech platforms where it may or may not be welcome (Chipotle is one of the few companies on BeReal, for example). But of all Chipotle’s taco bro PR exploits, none will get your eyes rolling harder than the Burrito Rolling Contest™ it held on the children’s gaming platform Roblox.
You don’t have to take my word for it. “Chipotle Burrito Builder on Roblox a new simulation experience that will challenge players to roll burritos in the Metaverse to earn Burrito Bucks, the brand’s in-experience currency on Roblox, starting on April 7, National Burrito Day,” the company wrote in a press release last year. Every part of the sentence makes my head spin.
The first 1,000 burrito rollers earned enough Burrito Bucks to trade them in for an actual burrito in the real world. No word on whether virtual guac costs extra, though.
But that’s not all, Chipotle launched “the first ever burrito inspired by Roblox fans.” Read that genius stroke of ad speak again. Unfortunately, the Roblox burrito was only available for a limited time, so you probably missed your chance.
