Chipotle Mexican Grill is taking advantage of the diminished value of cryptocurrency in its latest promotion.
The fast-casual burrito chain on Monday announced a new game called “Buy the Dip” in honor of National Avocado Day. The company will give away more than $200,000 in cryptocurrency as well as codes for 1-cent guacamole and 1-cent Queso Blanco through July 31.
The game will kick off this morning at www.chipotlebuythedip.xyz and will be open between 10 a.m. PT through 6 p.m. PT each day through Sunday. Customers can score free Bitcoin, Ethereum, Avalanche, Solana or Dogecoin.
Chipotle accepts digital currency through a partnership with Flexa, which lets customers pay with cryptocurrency. Customers can pay with 98 different currencies with a Flexa-enabled app. Chipotle has been into crypto since April of last year when it launched its Burritos or Bitcoin promotion.
The market is different now. Cryptocurrency values have plummeted amid a weak market and concerns with the bankruptcies of crypto lenders Voyager and Celsius. The value of Bitcoin has fallen 54% this year. Thus the “Buy the Dip” title of the game.
For Chipotle, the promotion gets it in front of a group of customers it considers vital. “We want to build the next generation of Chipotle fandom by connecting with the Web3 community,” Chief Marketing Officer Chris Brandt said in a statement.
Customers enter the game’s site, click “Play Buy the Dip,” and be prompted to either sign in with their Chipotle Rewards account or create one. Players hit “start” to make the crypto line chart move and then click “buy the dip” to get a chance to win. If they win, they have 15 seconds to claim the prize or swap it for a different prize. Players have three chances to win every day through Sunday.
One winner on Sunday can get $10,000 in Bitcoin and five others will get $5,000 apiece. Daily prizes until then range from $150 in Dogecoin to $2,000 in Bitcoin.
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