Chipotle (CMG) is no stranger to making interesting plays in its marketing strategies. It has taken a page out of McDonald’s (MCD) marketing playbook in the past by partnering with the 2022 Fittest Man and Woman on Earth for special Chipotle meals.
The inspiration for these special meals came from McDonald’s meal combos featuring Cardi B and Offset. Instead, customers could just order the Justin Mederios or Tia-Clair Toomey combos at Chipotle. These special partnership combos came at the same time Chipotle was a sponsor of the Nobull CrossFit Games.
“Having the 2022 Fittest Man and Woman on Earth be Chipotle superfans is a testament to the nutritional benefits of real food,” said Stephanie Perdue, Chipotle’s vice president of Brand Marketing. “Through this new partnership, we hope to expand Chipotle’s influence in the CrossFit community and introduce new fans to our delicious and customizable menu.”
The marketing campaigns have been copied over and over with different partnerships. McDonald’s also partnered with the South Korean Singing group BTS, which proved to be wildly successful.
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Chipotle Launches Deal with New Partner
Chipotle is launching another marketing campaign, this time the campaign is with the gaming community. The restaurant is partnering with Street Fighter 6 and the highly anticipated release of the video game that comes out on June 2.
"This partnership will provide Chipotle with an unparalleled opportunity to connect with the passionate and dedicated fighting game community and to create innovative activations in-game and in-real-life within Street Fighter 6, Chipotle Challenger Series, Evo, Capcom Pro Tour and COMBO BREAKER throughout 2023," said Jason Scorrano, head of partnerships for RTS. "This innovative partnership will shape the future of the fighting game community and how brands connect with it in meaningful ways."
Instead of ordering a specific meal combo, Chipotle customers will be able to use promo code, “HDKN236” on qualifying orders to earn in-game currency, or Fighter Coins. The Fighter Coins can only be earned when using the Chipotle app or ordering online through Chipotle.com. Qualifying orders must be made between June 2 and Oct. 31, 2023.
Only 20,000 codes are available and will be awarded one code per order. Each code is worth 250 Fighter Coins, good only for PlayStation 4, PlayStation 5, and Xbox Series X|S. Customers must have a valid copy of the Street Fighter 6 game and internet access to be able to access the Fighter Coins. The Fighter Coins are good for purchasing Characters, Character Outfits, Character Alternative Colors, Stages, Stamps, Avatar Emotes and Avatar Gear in Street Fighter 6.
Chipotle is also offering viewer rewards on Twitch for a limited time only, Chipotle will give away 500,000 free chips and guac to Chipotle Rewards members in the Twitch community, who watch more than one hour of the participating livestreams. This offer begins June 2 at 9 a.m., and continues while supplies last.
"Our FGC partnerships closely align Chipotle to a passionate and competitive community of gamers who are looking for convenient, delicious, and healthy options while playing titles like Street Fighter 6," said Chipotle’s Chief Marketing Officer Chris Brandt. "We're thrilled to be able to enhance gameplay and unlock fun experiences for gamers."
The Fun at Chipotle Keeps Going
Chipotle partnering with the release of the 2023 Street Fighter 6 is starting a competition in the Chipotle Challenger Series, where the gaming community can enter and play for a chance to win burritos, cash that could be used to buy burritos and more. The top two teams will win a trip to the 2023 Evolution Championship Series (Evo) in Las Vegas, Aug 4-6.
