Themed Food Trucks Deliver Out-of-This-World Snacks

Share this content:
More than 100,000 fans tracked The Elder Scrolls Online food truck via its gaming app as of April
More than 100,000 fans tracked The Elder Scrolls Online food truck via its gaming app as of April

The Offer: In anticipation of the upcoming release of The Elder Scrolls Online, the Web version of the popular fantasy role-playing franchise, publisher and developer Bethesda Softworks, with help from digital agency Fearless Media, is sending themed food trucks to key gamer markets. The tour started with SXSW 2013 in Austin and continued with stops in Boston, Amherst, East Lansing, and Boulder in March and April. The tour will continue to visit other cities throughout 2013. Still in beta as of this writing, Elder Scrolls Online is expected to be released this year, though Bethesda has been hedging on an exact date.

The Creative: Food samples were inspired by the game, with such dishes as Pressed Eidarmelt (Nordic Jarlsberg grilled cheese) and Tangy Nirnoot (pickles). An Elder Scrolls Online companion app allows gamers to share their experiences and keep track of the food trucks' movements. Fans can also snag swag and have their photos taken in front of a green screen; the final photos feature images from Tamriel, the mythical continent where Elder Scrolls takes place.

The Results: As of mid-April, more than 100,000 users have engaged with the food truck app so far. According to Bethesda, tens of thousands of fans stopped by the truck at the first four events.

The Customer View: Fan chatter was thoroughly positive, with one enthusiast opining: “The fact that the #ESOFoodTruck is in Michigan and I can't go is so upsetting,” while another devotee declared: “too bad I missed the #ESOFoodTruck when it was down in Dallas; bet the food was Fus Ro DAH-licious! Yeah…I went there.” (“Fus Ro Dah” is a summoning incantation that appears in a previous version of Elder Scrolls.)


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above