Chipotle enhances gaming experience with exclusive Tekken 8 features and tournament collaboration
Discover how Chipotle is taking gaming to the next level by integrating Tekken 8 features and hosting the Challenger Series esports competition with Tekken 8 as the title game.
Article Brief:
Chipotle today (April 8) announced a series of activations tied to its status as an official partner of 2024 fighting game Tekken 8, per details shared with Our Website.
Starting today, players can now earn in-game currency by placing digital orders on the Chipotle app and website or by using the Chipotle Rewards Exchange. Along with this exciting news, Chipotle has introduced a special menu item called the Tekken 8 Battle Bowl, which was created by fans of the game.
In addition, Tekken 8 has been chosen as the featured game for the upcoming 2024 Chipotle Challenger Series, a popular esports competition hosted by Chipotle. Furthermore, Chipotle will also be returning as the presenting partner for the 2024 Evolution Championship Series (Evo) in Las Vegas.
Article Insight:
Chipotle has once again connected with the gaming community, this time as an official partner of Tekken 8, the newest game in the popular fighting game series from Bandai Namco Entertainment America Inc. This partnership follows a successful collaboration with Capcom's Street Fighter 6 last year.
Starting today, Chipotle is giving Tekken 8 players the chance to earn in-game currency by ordering through the Chipotle app or website using the promo code “EWGF623.” This code is a nod to the game’s “Electric Wind God Fist” move. Players will get a code for 500 Tekken Coins for each qualifying order while supplies last. Chipotle Rewards members can also exchange 250 points for an extra code for 500 Tekken Coins.
In addition, for a limited time, fans of the fighting game can order the exclusive Tekken 8 Battle Bowl through the Chipotle app or website. This bowl was created in January, with Tekken allowing its X (formerly known as Twitter) followers to vote for the ingredients they wanted to see in the menu item during its World Tour Finals. The final bowl was decided by over 38,000 votes. Chipotle has a history of involving its fans in creating new menu items, such as last year's addition of the TikTok-viral fajita quesadilla to its digital menu.
Chipotle's Challenger Series esports competition in 2024 will feature Tekken 8 as the title game, showcasing a strong partnership with Sony Interactive Entertainment. This branded tournament will be the first on the PlayStation Tournaments platform, with the Grand Finals streamed live on PlayStation esports Twitch and YouTube channels on May 4. Competitors can earn free chips and guacamole, with Grand Finals winners receiving free Chipotle for a year, a trip to Evo in Las Vegas, and a share of a $20,000 cash prize.
For the second year in a row, Chipotle will be a presenting sponsor of Evo, enhancing the experience with an on-site community lounge and free entree cards for pool winners. To keep viewers engaged, "Chipotle Extra Match" segments will be introduced during live broadcasts, reducing downtime and offering coverage for players who may not otherwise be featured.
Chris Brandt, chief brand officer at Chipotle, expressed gratitude for the enthusiastic reception received from the Fighting Game Community in 2023. He mentioned how Evo attendees cheered for Chipotle's ads during the competition, inspiring the company to increase their investment in the FGC.
Chipotle has been actively engaging with the gaming community to enhance customer loyalty and expand its rewards program. CEO Brian Niccol estimated that the program currently has between 38 million to 40 million members. In addition to title partnerships, Chipotle has previously collaborated with Roblox to offer consumers the opportunity to create virtual burritos and to host a Halloween-themed restaurant.
Beyond gaming, Chipotle again marketed around National Burrito Day last week to dole out over $1 million in free burritos via a Burrito Vault mobile game.
Editor's P/S:
Chipotle's partnership with Tekken 8 is a testament to the brand's commitment to engaging with the gaming community. The various activations, including in-game currency rewards, exclusive menu items, and esports competitions, demonstrate Chipotle's understanding of the gaming landscape and its ability to connect with the passionate fanbase. By partnering with popular fighting games like Tekken 8 and Street Fighter 6, Chipotle has positioned itself as a brand that supports and celebrates the gaming culture.
Furthermore, Chipotle's involvement in the gaming industry aligns with its broader strategy of customer engagement and loyalty. The Chipotle Rewards program, with its large membership base, provides the brand with a direct channel to reach and reward its customers. By offering exclusive perks and experiences tied to gaming, Chipotle incentivizes members to participate and stay engaged with the brand. This approach helps foster a sense of community and encourages brand ambassadorship, ultimately driving customer loyalty and repeat business.
