REV/XP, the gaming and esports subsidiary of rEvolution, is thrilled to announce that our work with Chipotle has received 4 Platinum Hermes Artistic awards. We efficiently collaborated with star content material creator Karl Jacobs to construct pleasure round their new product launch Pollo Asado, the primary new hen menu innovation in Chipotle’s 29-year historical past.
Hermes Artistic Awards acknowledge the people who find themselves on the forefront of the data revolution. They search for entrepreneurs who use each conventional and digital instruments to rework their concepts into actuality, and their work is well known in numerous types together with publications, web sites, and advertising and marketing campaigns. rEvolution competed in 4 classes; Advertising Marketing campaign, Product Launch, Digital Advertising Marketing campaign, Built-in Advertising marketing campaign and emerged victorious in all 4.
“Chipotle’s collaboration with Karl Jacobs serves as a helpful illustration of how corporations can efficiently have interaction with gaming influencers. Karl, with a real liking for Chipotle, eagerly joined within the model’s first hen taste launch. ” – Chris Mann, SVP REV/XP
The aim of the marketing campaign was to launch Pollo Asado in a culturally driving approach, tapping into the tremendous fandom of Karl Jacobs and his engaged group 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 persona and its reputation 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 an attractive expertise for Karl’s followers. The Minecraft occasion concerned a charity basketball match hosted by Karl and different distinguished 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 in the course of the broadcast.
The Pollo Asado launch marketing campaign far exceeded expectations, particularly because of a shock look by Mr. Beast, in addition to participation from among the largest creators together with Karl, together with DREAM, Sapnap, and TinaKitten. The 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 at this time by essentially the most influential members of the gaming group.
Stream & Social Highlights:
- #1 Minecraft viewership on Twitch
- #2 in all viewership on Twitch
”Our workforce collaborated with Karl and his workforce to provide a really 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 resolution for Chipotle from conceptualization by activation of the marketing campaign.” – Chris Mann, SVP REV/XP