Lessons learned from Chipotle’s Halloween metaverse scare

Summary by Ground News
Chipotle was the first restaurant chain to create a virtual storefront on the popular Roblox platform. For 21 years, the chain has offered free burritos to folks who showed up to its locations in costume. So, last Halloween, Chipotle decided to give away $1m in free burrito to the first 30,000 people visited its in-game restaurant. The program was slated to run October 28-31. And then Rob lox experienced an internal system issue.
4 months ago

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Lessons learned from Chipotle’s Halloween metaverse scare

Imagine you’ve laid all of the groundwork for your first foray into the metaverse. The designs are authentic, the messaging spot on and the promotion humming. Then, your platform of choice crashes at the moment of launch. That’s what happened to Chipotle. As part of The Drum’s Metaverse Deep Dive, we catch up with the restaurant chain to hear how it rallied to make its Halloween ’Boorito’ promotion an early metaverse case study of success.

4 months ago
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