For the second year in a row, Jack in the Box maintains its presence in the rapidly growing esports industry as the primary sponsor of Dallas Fuel, Team Envy’s official Overwatch League esports team.
To leverage the burger chain’s position as a sponsor and provide fans with behind-the-scenes access to their favorite players, David&Goliath created 'Fuel House,' a six-part animated web series. Each episode features specific themes related to the Dallas Fuel team, gaming and pop culture, that provide layers of relatability and entertainment.
One episode, for example, sees the players plan an overly ambitious festival on a remote island doomed for failure, another sees them discussing their movie-like superpower ability, while a third features a robot that rises up against its human creators, reminiscent of the omnic crisis from Overwatch. Knowing the one thing that esports fans want most is access to pro players, their heroes, David&Goliath made the first four episodes center around a specific players from Dallas Fuel.
New episodes drop each Sunday on multiple digital and social platforms like Gamespot, Reddit and XBOX.
It was also timed to coincide with a major event hosted by Dallas Fuel on April 26-27. This event was the first Overwatch League stage held outside of its traditional home in Burbank, California. Jack in the Box brought Fuel House to the event with an interactive experience for fans.
“We know the esports audience isn’t watching TV commercials, we know they expect to be entertained and we know they are proud of the space the esports community has created,” said Bobby Pearce, CCO of D&G. “We worked extensively with Dallas Fuel players to understand their personalities, demeanors, likes and dislikes so we could play that back to the fans. This campaign demonstrates a deep understanding of the audience, and positions Jack in the Box as an esports fan-favorite.”
The integrated campaign includes digital and experiential, social and .com, endemic and non-endemic elements to create a season-long program that meets millennial gaming fans where they are.
“The Fuel House campaign, created with our sponsors, Jack in the Box and their ad agency David&Goliath, sets a new high-water mark for non-endemic esports campaigns," said Mike Rufail, founder and CEO of Dallas Fuel and Envy Gaming. “We’re thrilled that our players are the stars of the show, and that our fans enjoy it more than anyone.”