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Chipotle Mexican Grill partners with TEKKEN 8 for Evo 2024

Posted : 09 April 2024

Chipotle Mexican Grill has unveiled a strategic collaboration with TEKKEN 8, the latest instalment in the popular fighting game franchise. Continuing their partnership with the Evolution Championship Series (Evo) for the second consecutive year, Chipotle's involvement underscores its commitment to the gaming community, following the successful engagement witnessed at last year's event and their participation in the Tekken World Tour.


As part of this partnership, Chipotle will establish an on-site Community Lounge at the Evo event and will feature prominently in the "Chipotle Extra Match" segments during the live broadcast, offering coverage opportunities for players who may not otherwise receive on-broadcast attention.


Furthermore, Chipotle is set to introduce a new digital menu item and provide TEKKEN 8 players with the chance to earn in-game currency through digital entrée purchases made on the Chipotle website or app.


In a move to deepen its engagement with the gaming community, Chipotle will also sponsor the 2024 Chipotle Challenger Series (CCS) in collaboration with Sony Interactive Entertainment, marking the first-ever branded tournament on the PlayStation® Tournaments platform.


The Grand Finals of the CCS will be broadcast live on the PlayStation® esports Twitch and YouTube channels, with winners earning enticing rewards such as Free Chipotle for a Year, a trip to Evo 2024 in Las Vegas, and a share of the substantial $20,000 (£15,811.80) prize pool.


Chipotle's Chief Brand Officer, Chris Brandt, expressed the brand's enthusiasm for further investment in the Fighting Game Community (FGC) following the positive response received in 2023, emphasizing the importance of providing tangible value and exclusive experiences to this passionate community shaping gaming culture.


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