NYX Game Gold

Guild Wars 2 Unleash the Feast HelloFresh Partnership

Entrant Company

ArenaNet

Category

Game Strategic Campaign (NEW) - Brand Partnerships Campaign

Client's Name

-

Country / Region

United States

For the game's 10th Anniversary and Steam launch, ArenaNet and NCSOFT partnered with HelloFresh for a Guild Wars 2-themed episode of Unleash the Feast, a sponsored livestream series where the hosts were challenged to cook a real life meal of a dish from the game.

Guild Wars 2 influencers, Rook, Emi and Kroof Gaming each created a unique dish inspired by the world of Tyria. Emi made Delicious Rice Balls, Rook cooked Peppered Steak, Kroof mixed up a Spicy Kaineng Bowl. The “Feast Master” judge, professional chef Tricia is a Birdie, decided to cook 4 dishes: Crème Brulee, Mint Strawberry Cheesecake, Eggs Benedict, and the Peppered Cured Meat Flat Bread

As part of the stream, the hosts participated in live Guild Wars 2 trivia, where answering correctly allowed them to sabotage another contestant, such as taking away a specific ingredient from their rivals, getting help from a friend for 10 minutes, or choosing how another contestant had to plate their food.

HelloFresh also distributed digital codes for the Guild Wars 2 Heroic Edition when someone ordered from them for the first time and used a special promotional code.

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