Activation and sampling network Blobfish International has partnered with gaming company 2K Games and content partnerships agency DRUM for a mass food delivery campaign to mark the release of long-awaited video game Civilization VII.
The metro markets food delivery campaign sees thousands of custom branded bags from restaurants across Sydney and Melbourne, with cuisine that celebrates the diversity of cultures featured in the Civilization VII game.
Gaming fans can then scan the QR code on the bags, which will send them to a custom landing page, where they can enter a competition to win major prizes.
Blobfish International partnerships director Rose Rye said this campaign is a great opportunity to reach and engage Aussie gamers at home via the company's restaurant and dark kitchen network.
“We know that gamers over-index on food delivery platforms – we’ve long seen a strong synergy between online food ordering and video gaming, particularly for Gen Z, who are heavily invested in gaming and, as they become older, turn to online ordering for convenience," Rye said.
"The launch of Civilization VII is a chance to leverage this captive audience and reach them where they are.”
DRUM Sydney head Erin Fletcher said this campaign celebrates the diversity of civilisations in the game and brings players closer to the experience, through food inspired by the nations and era they will explore.
The Civilization VII campaign will run across Sydney and Melbourne until February 20.
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