Remember Chipotle's ROBLOX giveaway last month, offering free real burritos for the first people to play Chipotle's virtual burrito builder game? This one:
Chipotle Burrito Builder on Roblox, a new simulation experience that will challenge players to roll burritos in the metaverse to earn Burrito Bucks, the brand's in-experience currency on Roblox1, starting on April 7, National Burrito Day. The first 100,000 Roblox players to successfully roll a burrito will earn enough Burrito Bucks to exchange them for an entrée code that can be used on the Chipotle app, Chipotle.com, or Chipotle.ca
While the announcement attracted much coverage, few to no reporters followed up about its actual ROI.
So I did! By contacting the folks at RoMonitor Stats, which tracks experience metrics on the metaverse platform for kids.
While I was skeptical at first, the results they sent me seem pretty impressive:
Above via RoMonitor
Since launching the free burrito giveaway on April 7, the Chipotle Burrito Builder has attracted roughly 5 million extra visits.
Prior to the launch, the game was attracting daily visits in the mid five figures, on average.
And then on April 6, daily visits grew to just below 15,000.
Come April 7, day of launch, they spiked to 411,961 visits, jumped even higher to 1,028,282 on April 8, and fell slightly to 729,177 on April 9.
The visit rate has tapered off since then, but it still remains relatively strong, averaging daily visits in the mid to high five figures (see above).
All told, that's an estimated 5 million extra visits fueled by the burrito giveaway.
Which is pretty impressive! I say that as a slightly grizzled veteran of metaverse marketing campaigns where visits in the five figures total at best, over the whole campaign, were more typical.
Having just built a virtual burrito myself, I'm not surprised -- the game is easy to play and fairly challenging. As to whether all that virtual activity leads to more actual revenue for Chipotle... I guess that's a question to await the next earnings report.
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