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CMG_NAD22-BuyTheDip_PR-Asset_v15-guac-edit.png Chipotle Mexican Grill
The interactive game will be available through July 31.

Chipotle Mexican Grill invites fans to ‘Buy The Dip’ with crypto giveaway

Interactive game hope to tap into Web3 crowd, despite Crypto Winter

With a promotion that could also be part rallying cry, Chipotle Mexican Grill on Monday launched an interactive game called “Buy The Dip,” offering guests the opportunity to win $200,000 in free crypto.

From 10 a.m. to 6 p.m. Pacific time each day through July 31 — which is National Avocado Day — guests can visit to play the game. Players will be prompted to use a Chipotle Rewards account, and instructions are provided. There are three tries each day to “claim” or “swap” crypto to hit the lowest point.

Within the game, Chipotle will give away cryptocurrency, including Bitcoin, Ethereum, Solana, Avalanche and Dogecoin. Players may also win 1-cent guacamole or 1-cent queso blanco dip — though all Rewards members can get 1-cent guac on July 31 using the digital-only promo code AVO2022 at checkout on the app or online.

The value of cryptocurrencies has tanked in recent months in what many have dubbed the Crypto Winter. Believers point to past crashes that have turned around, saying the down market is an opportunity.  

For Newport Beach, Calif.-based Chipotle, the move is about connecting with the crypto community.

“We want to build the next generation of Chipotle fandom by connecting with the Web3 community,” said Chris Brandt, chief marketing officer, in a statement. “We’re excited to bring positivity to the crypto conversation by empowering fans to ‘Buy The Dip.’”

Chipotle has accepted crypto payment in a partnership with the Flexa app since April 2021, when the company gave away $100,000 in Bitcoin to celebrate National Burrito Day. The chain said 98 types of cryptocurrency are now accepted, including those in the game.

When asked how common it is for fans to use crypto for payment, Chipotle deferred, saying second-quarter earnings would be reported on Tuesday.

According to Investopedia, Bitcoin was trading at an all-time high of more than $60,000 in mid-April 2021, when the first crypto promotion was launched. On Monday, Bitcoin opened at $22,832.

Contact Lisa Jennings at [email protected]

Follow her on Twitter: @livetodineout



TAGS: Marketing
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