Chipotle Teams Up With Tony Hawk for Digital Promotion
Chipotle Mexican Grill has teamed up with skating legend Tony Hawk on a digital promotion, bringing gaming, live streaming, and burritos together.
Chipotle will offer Hawk’s go-to Chipotle order exclusively on the Chipotle app and Chipotle.com. The first 2,000 fans who order the Tony Hawk Burrito will get access to the Tony Hawk's Pro Skater 1 and 2 Warehouse Demo for PlayStation 4, Xbox One, or PC.
The launch will culminate in a two-hour live stream from Chipotle's Twitch page on August 14, featuring Tony Hawk, fellow skateboarder Jagger Eaton and actor Finn Wolfhard playing the Tony Hawk's Pro Skater 1 and 2 Warehouse Demo. The trio will give out up to 5,000 free burritos to viewers throughout the stream.
"This first of its kind menu integration gives our fans a chance to eat like the greatest skater of all time and get access to the demo for one of the summer's most anticipated video game releases," said CMO Chris Brandt. "Real athletes need real food, and Chipotle is excited to continue being a part of Tony's training routine whether it's competing at the skatepark or in a video game."
Tony Hawk has been a Chipotle celebrity card holder, an exclusive membership tier afforded to famous friends of the brand that grant recipients free meals and catering, since 2013.
"Chipotle burritos are a favorite way to refuel after long skate sessions," said Tony Hawk. "It's a blast to see the enthusiasm for Chipotle, skating and video games continue to grow and inspire a new generation.”
Since launching its channel earlier this year, Chipotle has amassed more than 27,000 followers on Twitch. Finales for the Chipotle Challenger Series, the brand's marquee esports tournament that allows amateur gamers to compete against gaming stars and celebrities, have been livestreamed from Chipotle's Twitch, along with exclusive musical performances.
The first 2,000 account holders to order the Tony Hawk Burrito on the Chipotle mobile app or at ORDER.CHIPOTLE.COM will receive a code to the e-mail associated with the account, allowing the recipient to access a demo version of the re-launch of the Tony Hawk's Pro Skater 1 and 2 video game. Tony Hawk's Pro Skater 1 and 2 is a remaster of the first two games in the Tony Hawk's Pro Skater franchise: Tony Hawk's Pro Skater (1999) and Tony Hawk's Pro Skater 2 (2000). The game will feature never-before-seen tricks as well as Create-A-Skater, Create-A-Park and online multiplayer modes.