Brand Activations in the Metaverse: A Practical Case Study with Chipotle

Executive Summary

Chipotle was the first restaurant brand to open a virtual location on Roblox and the first restaurant brand that allowed players to exchange virtual items in the metaverse for real world items. This panel discusses key legal and business considerations when structuring and activating branded initiatives in the metaverse. Chipotle legal and marketing executives discuss practical considerations and the legal issues associated with metaverse marketing. The panel also explores practical ways to address legal risks brands face when activating in the metaverse while maintaining a focus on the business objective of delivering an innovative marketing campaign.

Mike McGawn
Deputy General Counsel, Operations

Candice Beck
Director, Social & Influencer

Jenny Williams
Social & Digital Activations Manager

James Stewart
DLA Piper

CLE Materials

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