Uber Eats, the global food delivery platform, has partnered with Activision Blizzard and their highly successful role-playing game, World of Warcraft, to create ‘Taste the Adventure’- the fantasy platform’s latest venture into brand partnerships.
Research showed that gamers often compromise on the food they eat whilst gaming - making quick, unimaginative meals to fill a hunger hole, rather than spend time making delicious meals that can add to the overall gaming experience.
Along with e-CRM, digital display and a social campaign, Brave, Uber Eats' Partnership agency, created ‘Orderyn’ the first ever in-game food courier, who’s job is to deliver in-game food items to gamers across the world of Azeroth.
Brave is a creative agency fully owned by SPORTFIVE, based in London.
The fantasy food courier, controlled and live streamed on Twitch by some of the most popular WoW gaming influencers across Europe, dishes out delicious meals to WoW players in game so they have the energy required to take on fearsome raids and epic quests. And with each in-game order, gamers also receive an Uber Eats discount code giving them the opportunity to enjoy delicious food in real life, whilst they play.
The exciting world-first campaign ran across several European markets over a series of two-hour Twitch streams throughout June, with influencers taking it in turns to be the fantasy food courier ‘Orderyn.’ It was also supported with an entire suite of social assets posted across Uber Eats’, WoW’s and the gaming influencer’s social platforms.
"It has been a real pleasure working with the entire Brave team on this campaign - they have been the perfect partner for us with the right knowledge for this project."
Denisa Cruceru, Marketing Project Lead - Uber Eats Germany
Paul Pearson, Creative Director at Brave, commented: "Gamers are incredibly passionate about their favourite titles, and for brands, I believe it’s important they respect that and don’t pretend to know more than they do – as they will get called out. It’s why I’m hugely proud of the team for creating a campaign that treads the line between what Uber Eats want to say and the authentic experience that gamers want to enjoy."
Daniel Griffiths and Ben Williams, Senior Creatives at Brave commented: "To say this was a dream brief to work on would be an understatement. Not only are we both avid gamers - Dan having a particular penchant for World of Warcraft after dedicating most of his teens to the game - but the combination of two such potent brands and the ambition to ‘add value’ to the gaming experience had all the ingredients to get our creative juices a-flowing."
Denisa Cruceru, Marketing Project Lead - Uber Eats Germany, commented: "There’s no denying that gamers are a very important target group for Uber Eats - it’s simply a match. With every campaign we aim to stand out from traditional advertising and come up with real, entertaining experiences while also offering the community valuable benefits for their favourite games. It has been a real pleasure working with the entire Brave team on this campaign - they have been the perfect partner for us with the right knowledge for this project."
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.
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