A new six part series titled “Fuel House” is taking Jack in the Box’s signature mascot and dropping him into an animated world where he can root for his favorite esports team.
California-based advertising agency David & Goliath created the animated series as a way to leverage the burger chain’s role as a sponsor of Team Envy’s Dallas Fuel and provide fans with behind-the-scenes access to their favorite players, The Drum reported.
“The Fuel House campaign…sets a new high-water mark for non-endemic esports campaigns,” Mike Rufail, founder and chief executive of Dallas Fuel and Envy Gaming, told The Drum. “We’re thrilled that our players are the stars of the show, and that our fans enjoy it more than anyone.”
The series introduces fans to characters as they contend with living in the same house with Jack, starting with a ’90s sitcom-style “fish-out-of-water theme,” The Drum wrote.
Every episode features specific themes related to the Dallas Fuel team, gaming, and pop culture that are intended to relate to fans, with the first four episode centered around specific Dallas Fuel players.
For example, an episode shows the players planning a festival on a remote island that seems destined to fail. Another episode shows a robot rising up against its human creators—much like the Omnic Crisis, a rebellion by the artificially intelligent robots, in Overwatch, The Drum reported.
A third features a robot that rises up against its human creators, The Drum reported. Knowing the one thing that eSports fans want most is access to pro players,
New episodes drop each Sunday on multiple digital and social platforms such Gamespot, Reddit, and Xbox. Release of the episodes was timed to coincide with a major event hosted by Dallas Fuel in April.
The Dallas Fuel one its very first home game in April during the Bud Light Homestand Weekend. Jack in the Box brought Fuel House to the event with an interactive experience for the team’s fans.
Payton Potter contributed to this report
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