After a successful Skyrim experiential marketing program with Future, Bethesda again looked to Future to continue the conversation around the Elder Scrolls and confirm the connection between the brand and the Gen Y entertainment audience. The program would need to be expanded to new markets and capture not only the franchise fans but a wider mainstream audience.
To reach Bethesda’s objectives, Future conceptualized and executed a delicious approach to an experiential activation – The Elder Scrolls Online Food Truck Tour. The program featured an 11-stop tour at popular conventions including SXSW, PAX, E3, and Comic-Con to reach the target demographics. In addition, the tour stopped at popular college campuses to further expand the franchise’s awareness and promote to a more mainstream audience.
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