Orderyn

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 London, 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.

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 will run 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 will also be supported with an entire suite of social assets posted across Uber Eats’, WoW’s and the gaming influencer’s social platforms.