Dive Brief:
- Chipotle is tying rewards to in-game performance through a new activation with the golf video game “PGA Tour 2K25,” based on the golf tour organizer of the same name, per details shared with Marketing Dive.
- The Mexican-inspired chain will introduce three challenges within the game, where players can earn rewards such as free entrees, double protein and in-game gear, such as a Chipotle pepper bucket hat. The brand is also releasing a real-life pitch mark repair tool inspired by its black fork.
- Accompanying the in-game activation is a video featuring PGA Tour athletes Mark Hubbard and Joel Dahmen. The activation is part of a larger effort by the brand to grow its presence in golf.
Dive Insight:
Chipotle is combining golf with gaming in a new partnership with“PGA Tour 2k25.” The in-game activation and real-life merchandise item serve to further tie the chain to the sport. Chipotle became the Official Mexican Restaurant and Official Burrito, Tacos and Quesadilla of PGA Tour and PGA Tour Champions as part of a multiyear partnership announced in January.
The activation makes Chipotle the first brand to offer real-life food rewards based on player performance in the game. Players will be able to enter a series of challenges in MyCareer mode. The Chipotle Hot Streak Quest’s three chapters, “Fairway to Foil,” “Extra Protein” and “No Spill, All Skill,” are all themed around the brand. Exclusive in-game gear tied to performance includes a taco head, “Chi-Putt-Le” putter, a Chipotle polo shirt and golf pants inspired by the foil used by the brand.
The pitch mark repair tool isn’t the QSR’s first golf product. Previously, it collaborated with Cobra, a golf supply company, to release a foil-wrapped burrito headcover. The product was reintroduced in May when Max Homa released a limited number of the items on his Instagram story. An additional 250 were made available to Chipotle Rewards members. Like the burrito cover, rewards members can exchange 10 points for a chance to win the repair tool.
"Whether they're watching tournaments, playing a weekend round or competing in PGA TOUR 2K25, golf fans are finding new ways to engage with the sport,” said Stephanie Perdue, senior vice president of brand marketing at Chipotle, in press materials. “This partnership allows us to meet them where they're already spending time and reward their passion with experiences that extend from the game into the real world."
Previously, the brand has relied heavily on Roblox to reach Gen Z and Gen Alpha consumers. In 2022, it launched a similar activation on the platform where players could roll virtual burritos to earn codes for real-life entree codes. The in-game activation with “PGA Tour 2k25” reflects a larger industry shift towards in-game advertising as technology and opportunities for integration improves. In June, Electronic Arts, the publisher behind titles such as “The Sims” and “Madden NFL,” launched an advertising platform to help brands integrate with its game library.
The effort also promotes Chipotle’s rewards program, which it recently relaunched in an effort to drive on-premise rewards transactions and enrollment. While approximately 90% of app transactions are linked to rewards, just 20% of in-restaurant transactions are, CEO Scott Boatwright said on a Q1 earnings call with investors. To help boost enrollment, the brand introduced an in-restaurant effort to place QR code signage and menu panels, along with incentivizing employees to promote the program. Since the revamp’s launch in April, daily enrollment is up nearly 25%.
Chipotle saw Q1 revenue hit $3.1 billion, a 7.4% year-over-year increase, per an earnings report.
Correction: This article has been updated to accurately attribute the quote to Stephanie Perdue, senior vice president of brand marketing at Chipotle.
