Blobfish International conquers food delivery systems for Civilization VII game launch
Sampling and activation network Blobfish International has collaborated with content partnerships agency Drum and game publisher 2K Games, on a campaign to celebrate the launch of the highly anticipated video game, Civilization VII.
Running until February 20, the campaign makes use of mass food delivery systems in Melbourne and Sydney. Restaurants taking part in the campaign will send customers specially branded bags containing cuisines representative of the cultures in Civilization VII.
The bags also feature QR codes people can scan to access a landing page and enter the related competition for the chance to win prizes.
“This campaign is a great opportunity to reach and engage Aussie gamers at home via our extensive restaurant and dark kitchen network,” Rose Rye, partnerships director at Blobfish International, explained.
“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.
“The launch of Civilization VII is a chance to leverage this captive audience and reach them where they are.”
A franchise beginning in 1991 with the launch of Civilization from American programmer, Sid Meier, Civilization VII (also known as Sid Meier’s Civilization VII) is a strategy-based game that requires players to create and cultivate a civilisation from its early settlement days to an advanced empire, through urban development, technology advancements, warfare and more.
“At DRUM, we pride ourselves on creating partnerships that resonate with audiences and culture,” said Erin Fletcher, head of DRUM Sydney.
“Our work with Blobfish and 2K Games to launch Civilization VII 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.”
Civilization VII was developed by Firaxis Games – a video game developer in the United States. The game is scheduled to launch worldwide on February 11, on PC, PlayStation 5 and 4, Xbox One, Xbox Series X|S, and Nintendo Switch.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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