Uber Eats, the global food delivery platform, has forged an alliance with Activision Blizzard and their immensely successful role-playing game, World of Warcraft, to embark on a new journey in brand partnerships with their latest endeavor, ‘Taste the Adventure.’
Extensive research has revealed that gamers often compromise on the quality of their meals while engrossed in gaming sessions, settling for quick and unimaginative sustenance to curb their hunger, rather than taking the time to prepare delectable dishes that can enhance the overall gaming experience.
In conjunction with e-CRM, digital display, and a social media campaign, the Uber Eats Partnership agency, Brave London, has introduced “Orderyn,” the first-ever in-game food courier, tasked with delivering virtual food items to gamers across the immersive realm of Azeroth.
Controlled and live-streamed on Twitch by some of the most popular World of Warcraft gaming influencers throughout Europe, this fantastical food courier bestows tantalizing meals upon WoW players within the game, providing them with the energy required to embark on formidable raids and epic quests. Furthermore, with each in-game order, gamers are presented with a discount code for Uber Eats, granting them the opportunity to relish delightful real-life cuisine as they indulge in their virtual escapades.
This groundbreaking and captivating campaign will unfold across various European markets through a series of two-hour Twitch streams during the month of June. Influencers will take turns assuming the role of the fantastical food courier, ‘Orderyn.’ To complement the campaign, an array of social media assets will be shared on the social platforms of Uber Eats, World of Warcraft, and the gaming influencers involved.
Paul Pearson, creative director at Brave, expressed his thoughts on the matter, stating, “Gamers are incredibly passionate about their favorite titles, and for brands, I believe it’s important that they respect that and avoid pretending to possess more knowledge than they do, as their claims will be scrutinized. That’s why I’m immensely proud of our team for creating a campaign that strikes a delicate balance between Uber Eats’ messaging and the authentic experience that gamers seek to enjoy.”
Daniel Griffiths and Ben Williams, senior creatives at Brave, shared their excitement, saying, “Describing this as a dream project would be an understatement. Not only are both of us devoted gamers – with Dan having a particular fondness for World of Warcraft after dedicating his formative years to the game – but the fusion of two influential brands and the aspiration to ‘add value’ to the gaming experience provided all the ingredients to ignite our creative inspiration.”
Denisa Cruceru, marketing project lead at Uber Eats Germany, also voiced her satisfaction with the collaboration, remarking, “There’s no denying that gamers constitute a significant target audience for Uber Eats – it’s simply a perfect match. With every campaign, our objective is to distinguish ourselves from traditional advertising and deliver genuine and entertaining experiences, while also offering the community valuable benefits for their favorite games. It has been an absolute pleasure collaborating with the entire Brave team on this campaign – they have proven to be the ideal partner, equipped with the requisite knowledge for this project.”