Creating an Ownable Gaming and Esports Platform

Chipotle wanted to reach a younger, diverse, and ‘always-on’ gaming and esports audience. To achieve this we developed a strategy designed to authenticate the brand with this audience through an ownable platform and positioning within the space. The platform was called the Chipotle Challengers Series, a quarterly competition, featuring celebrities, athletes, influencers and creators competing against each other in the biggest titles in gaming.

In addition, there was a massive consumer tournament where everyday gamers could play their way in to the star-studded competition through a qualifying round. Each competition then culminated in a Grand Finale.