MAximizing reach and impact through influencers

As Chipotle’s Gaming and Esports AOR, we had already built out a scorecard for them, based on their strategic marketing and business imperatives, that we could put talent and influencers against to see who was the best fit for the brand in their launch of Pollo Asado. Karl Jacobs rose to the top not only because he has a massive following, but is also a top creator due to his bold personality, unique and creative content, and top celebrity friends like Mr. Beast.

We developed an ad spot that mirrored Karl’s YouTube content for digital platforms, which went viral and became a meme used by top personalities and the gaming community on social media. Karl is not active on social platforms, so whenever he posts it’s meaningful. With that insight, Chipotle strategically chose key moments through the campaign to tap into Karl’s social following on Instagram, Twitter, and TikTok to support and sustain the Pollo Asado launch.

To tie it all together, Chipotle leveraged Minecraft — a top 10 game on both Twitch and YouTube — to create a can’t miss moment for Karl’s fans. Karl tapped into his network of top creators to host a 3v3 $50K charity basketball tournament on a custom-built Chipotle court. The event featured 10,000 Chipotle free entrée drops as well as easter eggs hidden throughout the court. The event was the top Minecraft stream and peaked at 2nd overall on Twitch during the broadcast.