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REV/XP, the gaming and esports subsidiary of rEvolution, is thrilled to announce that our work with Chipotle won four Platinum Hermes Creative awards. We collaborated with content creator Karl Jacobs to build excitement around Chipotle’s Pollo Asado product launch, the first new chicken menu innovation in their 29-year history

Check out the winning entries here!

Hermes Creative Awards

Hermes Creative Awards recognize those at the forefront of the information revolution. They look for marketers who use both traditional and digital tools to transform their ideas into reality. Their work is celebrated in various forms including publications, websites, and marketing campaigns. rEvolution competed in four categories; Marketing Campaign, Product Launch, Digital Marketing Campaign, Integrated Marketing campaign, emerging victorious in all four.

The Campaign

The goal of the campaign was to launch Pollo Asado in a culturally driving way, tapping into the super fandom of Karl Jacobs and his engaged community while also creating a can’t miss Minecraft event unique to Chipotle.

Karl’s authentic love for Chipotle and his dedicated fans attributed to the success of the campaign. Furthermore, we created a digital ad for various platforms that reflected Karl’s personality. Consequently, the ad quickly gained popularity on social media and even became a meme. In order to further leverage Karl’s impact on the campaign, we strategically chose key moments to tap into his Instagram, Twitter, and TikTok channels. Moreover, we engaged Karl’s fans through an engaging Minecraft experience. Specifically, the Minecraft event featured a charity basketball tournament hosted by Karl and other prominent creators on a custom-built Chipotle court. The event also included 10,000 free entrée drops and Easter eggs hidden throughout the court. As a result, the event became a top-rated Minecraft stream and achieved a high ranking on Twitch during the broadcast.

Chipotle’s collaboration with Karl Jacobs serves as a valuable illustration of how companies can successfully engage with gaming influencers. Karl, with a genuine liking for Chipotle, eagerly joined in the brand’s first chicken flavor launch. ” – Chris Mann, SVP REV/XP 

The Pollo Asado launch campaign far exceeded expectations, especially thanks to a surprise appearance by Mr. Beast, as well as participation from some of the biggest creators along with Karl, including DREAM, Sapnap, and TinaKitten. The entire integrated campaign gained a mass amount of attention from the public. The social media response resulted in the creation of a viral meme, which is still in use today by some of the most influential members of the gaming community. 

Stream & Social Highlights:

  • #1 Minecraft viewership on Twitch
  • #2 in all viewership on Twitch

”Our team collaborated with Karl and his team to produce a truly unique moment for Chipotle, which included an ad spot, social content, and a charity basketball game in Minecraft on a Chipotle court. REV/XP provided a turnkey solution for Chipotle from conceptualization through activation of the campaign.” – Chris Mann, SVP REV/XP