Chipotle is proving yet again that it pays close attention to the creator economy.
The burrito brand has been doing deals in our industry–and the digital space as a whole–for years, from partnering with David Dobrik to putting virtual restaurants in Roblox to, most recently, embracing menu “hacks” from TikTokers. (That move, by the way, led to two of its biggest online ordering sales days yet.)
Now, it’s getting in with Twitch and Street Fighter 6.
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Starting June 2, Chipotle will join Twitch’s “Super Ultra Combo Week” marking the launch of Street Fighter 6. Up to 500,000 viewers who watch an hour of Street Fighter 6 gameplay from any of 89 participating streamers will get a free order of Chipotle chips and guac.
They’ll also get a 30% discount from Twitch on any item in its Street Fighter apparel collection.
“Rewards are a big part of gaming culture, and pursuing viewer rewards on our service allows Chipotle to provide an additive experience and connect meaningfully with the big and passionate Fighting Game Community on Twitch,” Rachel Delphin, Twitch’s chief marketing officer, told Marketing Daily.
She added that Twitch “focuses on elevating streamers and championing communities,” and said that the fighting game community is “one of the most active and oldest communities on Twitch.”
You can see the complete list of “Super Ultra Combo Week” streamers here.