News

Chipotle throws down the esports gauntlet

April 12, 2019

It's "digital" game on at Chipotle now that the chain has hooked up with DreamHack — a gaming and digital lifestyle festival — and ESL, an esports company, according to a company press release. Chipotle, which is no stranger to engaging customers via digital marketing, is now the official partner of DreamHack Masters Dallas, a presenting partner of DreamHack Open Atlanta and an integral part of ESL's Intel Extreme Masters Chicago. Activations at DreamHack competitions will include launching the Chipotle Challenger Series, player and VIP hospitality programs and digital content surrounding the events.

"Our partnership with DreamHack allows Chipotle to become even more ingrained in the esports community," Chipotle CMO Chris Brandt, said in the release.  "This sponsorship provides the perfect platform to directly engage new and longtime loyal Chipotle fans on-site and online, and we are excited to recognize and reward possible up-and-coming talent in the space."

Chipotle, DreamHack and ESL will also launch the Chipotle Challenger Series, an on-site amateur tournament that gives attending fans the opportunity to join the competition and prove their skills in some of the world's most popular games. Champions will win the custom Chipotle Challenger Series trophy, a special card for one year of free Chipotle and Chipotle swag. 

"The Chipotle Challenger Series is exemplary of how a brand can activate in a smart and creative way that allows fans to join the action," Paul Brewer, SVP, Brand Partnerships at ESL, said in the release.

In addition to the Chipotle Challenger Series, Chipotle will sponsor the player lounges at the events. The lounges allow players, talent and celebrities to relax and refuel with Chipotle in between games and performances, according to the release. All of the on-site consumer and VIP experiences will have Chipotle-branded digital content featuring popular influencers and spotlight the Chipotle Challenger Series as well as all on-site elements.

Chipotle has turned to REV/XP, based in Chicago, to manage and execute the various components of its sponsorship with DreamHack and ESL.

"When we initially sat down with Chipotle's marketing team, they recognized how passionate fans are about the games they play and follow in esports, and Chris's team really wanted to throw Chipotle's support behind these passions," said Dan Ciccone, co-founder & SVP at REV/XP.