- Chipotle detailed a partnership with Capcom’s Street Fighter 6 that features activations on a number of platforms, in accordance with a press release.
- The partnership gives consumers the flexibility, for a limited time, to earn in-game currency by making purchases through the chain’s digital platforms. Street Fighter 6 may even feature multiple Chipotle integrations corresponding to branded avatar items.
- As a part of the partnership, which also includes activations at several tournaments, Chipotle will turn into the primary restaurant brand to present free food as a viewer reward on Twitch. The extensive partnership demonstrates how brands can engage with gamers across channels.
Chipotle has already made heavy investments within the gaming community and is now trying to solidly integrate itself with a game. The Street Fighter series is certainly one of the top-selling fight-game franchises of all time, making it a super partner for the chain because it presents quite a few in-game marketing opportunities. Outside of branded avatars, Street Fighter 6 will feature in-game integrations corresponding to Chipotle Daily Brackets and Battle Hub signage, set to debut later this 12 months.
The chain’s activations across the game heavily involve its mobile app and website, digital channels which have driven revenue growth in recent times. In 2022, digital sales represented nearly 40% of Chipotle’s food and beverage revenue. (*6*) June 2, consumers will have the ability to make use of a promo code to redeem 250 fighter coins while supplies last. Members of the chain’s rewards program also can exchange 250 points in its reward exchange for 250 fighter coins.
Chipotle can be rewarding those that stream the sport, not only play it themselves. Chipotle Rewards members who watch at the least one hour of streamed Street Fighter 6 content on participating channels have the flexibility to earn certainly one of 500,000 free chips and guac orders — making it the primary brand to trade free food for Twitch viewing time, per press materials.
In addition to activations on digital channels, the partnership includes other sponsorship elements. Street Fighter 6 can be the title game of the Chipotle Challenger Series, which is able to return June 17. The chain is ready to sponsor PlayStation media advertiser Combo Breaker, and can function a presenting sponsor of the 2023 Evolution Championship Series, sponsorships that reach the chain’s visibility at key gaming events.
The fast casual chain has long turned to video gaming communities for promotional opportunities. In 2022, the brand launched a Roblox experience which allowed players to roll burritos for real-life food, in addition to hosting a virtual Halloween restaurant on the identical platform.
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