REV/XP, the gaming and esports subsidiary of rEvolution, is thrilled to announce that our work with Chipotle has received 4 Platinum Hermes Inventive awards. We efficiently collaborated with star content material creator Karl Jacobs to construct pleasure round their new product launch Pollo Asado, the primary new rooster menu innovation in Chipotle’s 29-year historical past.
Hermes Inventive Awards acknowledge the people who find themselves on the forefront of the knowledge revolution. They search for entrepreneurs who use each conventional and digital instruments to remodel their concepts into actuality, and their work is widely known in numerous types together with publications, web sites, and advertising campaigns. rEvolution competed in 4 classes; Advertising and marketing Marketing campaign, Product Launch, Digital Advertising and marketing Marketing campaign, Built-in Advertising and marketing marketing campaign and emerged victorious in all 4.
“Chipotle’s collaboration with Karl Jacobs serves as a useful illustration of how firms can efficiently have interaction with gaming influencers. Karl, with a real liking for Chipotle, eagerly joined within the model’s first rooster taste launch. ” – Chris Mann, SVP REV/XP
The purpose of the marketing campaign was to launch Pollo Asado in a culturally driving means, tapping into the tremendous fandom of Karl Jacobs and his engaged neighborhood whereas additionally making a can’t miss Minecraft occasion distinctive to Chipotle.
The success of the marketing campaign was attributed to Karl’s genuine love for Chipotle and sharing his story along with his devoted followers. A digital advert was created for numerous platforms that mirrored Karl’s character and its recognition rapidly unfold on social media, even changing into a meme. To additional capitalize on Karl’s impression on the marketing campaign, we strategically selected key moments to faucet leverage Karl’s Instagram, Twitter, and TikTok channels. Moreover, Minecraft was used to create a fascinating expertise for Karl’s followers. The Minecraft occasion concerned a charity basketball match hosted by Karl and different outstanding creators, and featured a custom-built Chipotle court docket, 10,000 free entrée drops, and Easter eggs hidden all through the court docket, leading to a top-rated Minecraft stream and high-ranking on Twitch throughout the broadcast.
The Pollo Asado launch marketing campaign far exceeded expectations, particularly due to a shock look by Mr. Beast, in addition to participation from a number of the greatest creators together with Karl, together with DREAM, Sapnap, and TinaKitten. Your complete built-in marketing campaign gained a mass quantity of consideration from the general public and the social media response to the marketing campaign resulted within the creation of a viral meme, which continues to be in use right now by probably the most influential members of the gaming neighborhood.
Stream & Social Highlights:
- #1 Minecraft viewership on Twitch
- #2 in all viewership on Twitch
”Our staff collaborated with Karl and his staff to supply a very distinctive second for Chipotle, which included an advert spot, social content material, and a charity basketball recreation in Minecraft on a Chipotle court docket. REV/XP offered a turnkey answer for Chipotle from conceptualization via activation of the marketing campaign.” – Chris Mann, SVP REV/XP