Dive Brief:

• Chipotle is giving away $1 million worth of free burritos on Roblox through its annual, Halloween-themed 'Boorito' experience, per a press release. The promotional event will last from 6:30 p.m. ET on Oct. 28 through the end of Oct. 31.
• Each day, the first 30,000 Roblox users to don virtual, Chipotle-themed costumes and visit the restaurant's in-game location will receive a promo code for a free entree redeemable through its app and website. Users will then proceed to the Chipotle Boorito Maze where they can collect special ingredients that grant them superpowers to avoid monsters and reach the maze's center. Those who do so will receive access to free and exclusive Chipotle-themed items for their Roblox avatar.
• From 5 p.m. to close on Halloween, Chipotle will also offer $5 burrito, bowl, salad or taco entrees via a promo code. The extended digital play sees the chain tying its Halloween efforts to interest in the metaverse.

Dive Insight:

This year marks the 21st anniversary of Chipotle's Boorito promotion, but instead of inviting fans to an event at its physical restaurants, the chain is launching a purely digital effort to maximize its reach. Roblox offers a potentially more engaging experience than past campaigns, with a prize-filled maze and opportunities to wear virtual, Chipotle-themed costumes like Chip Bag Ghost, Burrito Mummy, Spicy Devil, Guacenstein and more.

"As a digital innovator, we are always experimenting on new platforms to meet our guests where they are," Chris Brandt, chief marketer at Chipotle, said in the release.

Roblox in particular has become a go-to platform for marketers to reach those experimenting with the metaverse — typically younger audiences who are not interested in traditional advertising. Hyundai and Vans last month launched separate experiences on Roblox tailored to their brands. Earlier this summer, Gucci launched "Gucci Garden" on the platform that allowed players to try on virtual items, signaling the game's capabilities in commerce. A video on YouTube explains how consumers can take advantage of the Chipotle Roblox activation.

While Chipotle's promotional event is built around Halloween and lasts through Oct. 31, the in-game location will remain open thereafter, creating an enduring brand presence on the platform. Consistent with the chain's emphasis on natural ingredients, Chipotle will also donate a share of sales of in-game items to a cause that supports young farmers.

The Boorito effort also seeks to drive interest in Chipotle's digital ordering capabilities, both through its app and website. As with the promo code on Roblox for a free entree, the $5 deal on Halloween will be exclusively available through Chipotle's online platforms. After making great strides last year to build out its mobile marketing, the chain has continued to focus on its digital sales, which made up nearly 43% of total sales in Q3, per its earnings report.

Emphasizing ordering deals on its app could also help Chipotle attract more consumers to its loyalty program. Chipotle Rewards had 24 million members as of last month, which it has built through gamified efforts and free food giveaways. Loyalty programs will continue to be vital databases for chain restaurants as changes in tracking put more emphasis on collecting first-party data.