Chipotle Mexican Grill is partnering with TEKKEN 8, the latest installment of the fighting game franchise from Bandai Namco Entertainment America Inc., to allow players to earn in-game currency through digital entree purchases made on the Chipotle app and Chipotle.com and using the promo code EWGF623. As a nod to the TEKKEN community, the code pays homage to the Electric Wind God Fist move, according to a company press release.

How it works
With each qualifying order placed, players will receive a code for 500 TEKKEN coins while supplies last, allowing them to purchase various costumes and items in the official TEKKEN 8 in-game shop. Chipotle Rewards members may also redeem 250 points in the Chipotle Rewards Exchange to receive an additional code for 500 TEKKEN coins.

Evolution Championship Series
For the second consecutive year, Chipotle will serve as a presenting sponsor of the Evolution Championship Series in Las Vegas. Building upon its success in 2023, Chipotle will have an on-site community lounge at the event and will fuel early bracket runs by providing free entree cards to pool winners. The brand will also introduce "Chipotle Extra Match" segments during the live broadcast, reducing downtime for viewers and providing coverage opportunities for players who would not otherwise be featured on-broadcast.

TEKKEN 8 Battle Bowl
In addition to the in-game currency offer, Chipotle is launching a digital menu item — TEKKEN 8 Battle Bowl — featuring chicken, white rice, black beans, fresh tomato salsa, roasted chili-corn salsa, fajita veggies, cheese and guacamole.

2024 Chipotle Challenger Series
Chipotle's 2024 edition of its signature esports competition in partnership with Sony Interactive Entertainment features TEKKEN 8 as its title game. The 2024 Chipotle Challenger Series will be the first-ever branded tournament on the PlayStation Tournaments platform, and the Grand Finals event will be broadcast live on the PlayStation esports Twitch and YouTube channels on May 4.

All eligible competitors in the Chipotle Challenger Series will earn free chips and guacamole from Chipotle. The two winners of the Chipotle Challengers Series Grand Finals will receive free Chipotle for a year, a trip to Evo 2024 in Las Vegas, a share of a $20,000 cash prize and more.

"The amazing reception we received from the Fighting Game Community in 2023, notably Evo attendees cheering for our ads when they aired during the competition, has inspired us to double down on our investment in FGC," Chris Brandt, chief brand officer at Chipotle, said in the release. "Gaming is a force shaping culture, so it's imperative that we show up in the right way for this passionate community by providing real value and access to exclusive experiences."

Chipotle Mexican Grill has more than 3,400 restaurants.

Copyright © 2024 Networld Media. All rights reserved., source Industry News