How Chipotle's Roblox Experience Drove Purchase Journey Outcomes Lift

Within the next 5–10 years, well over one-third of the US population could become metaverse regulars, making it an effective and engaging way to reach consumers. Brand marketers believe consumers will soon spend more time in the metaverse than on social media.

Roblox, the largest immersive platform where people communicate and connect, has seen tremendous growth, with over 66M people (a 22% YoY increase) engaging on the platform daily. On average, people spend 2.4 hours a day on the platform and explore 14 unique new experiences a month, often with friends. As a result, many brands are creating 3D virtual experiences on Roblox to deepen engagement and connect meaningfully with the community.

Understanding the impact of a new experience

Chipotle has built several experiences on Roblox, including the award-winning, Halloween-themed Boorito Maze and Burrito Builder. In addition to engaging gameplay, iconic ’90s virtual items, and social interactions, Chipotle Burrito Builder enabled users to earn and exchange virtual currency (Burrito Bucks) for real-world items, for the first time in Roblox history.

Chipotle knew they had an innovative and compelling approach to connect with the Roblox community. These stats placed Chipotle among the top-performing branded experiences on Roblox:

The open question was what happened off-platform: did time spent in the experience translate into real-world brand behavior?

DISQO Outcomes Lift

Roblox tapped DISQO to better understand the impact of time spent within several experiences, including Chipotle, on off-platform behavior.

The study was conducted with DISQO’s audience of opted-in adult consumers with tracked digital exposure and subsequent behavioral shifts. DISQO first identified a group of US adults (18+) who visited the Chipotle experience on Roblox. This exposed group was then evaluated for shifts in off-platform digital behaviors like visits to Chipotle’s website and searches related to the brand. Results were compared to a mirror-matched control group, with consistent demographics and geographics, to measure incrementality.

Exposure events for Chipotle were measured between October 28, 2021 and September 16, 2022. To qualify as having searched for or visited the website, an adult had to do so within the campaign timeframe after their initial branded experience on Roblox. Results are based on 2,253 exposed and 1,080 control panelists.

Immersive 3D experiences create positive brand intent

The study compared the behavior of people in the panel who visited the Chipotle experience with those who did not. Consumers who visited Chipotle’s experience on Roblox were 5–6x more likely than the control group to search for Chipotle online or visit the Chipotle website.

• +13.6 point lift score in branded search
• +10.1 point lift score in branded site visitation

Go beyond traditional measurement with Outcomes Lift. Let’s DISQO: hello@disqo.com