Bethesda's franchise Elder Scrolls was already a huge success among hardcore RPG fans. Their challenge for the newest installment was to reach the wider console gaming market as well as fans of the fantasy genre that had latched on to the recent mainstream presence of film, books, and shows like Lord of the Rings or Game of Thrones. Future's solution was to create awareness and buzz for the new game by creating a 360 marketing program to attract attention to branded food trucks traveling across the country making stops at popular college campuses. Audience awareness for the branded food trucks was generated via editorial articles letting readers know where the trucks would be heading, a customized microsite with detailed event information, social media, PR efforts, and local ground promotions. The trucks began serving their "dragon fare" at PAX West and made subsequent stops at college campuses such as Boston University and UCLA. The event series was a huge success with over 300 PR mentions, 15,000 event impressions and over 20 million media impressions.