Wendy’s Viral Marketing Victory (with a side of French fries)

Some of my all-time favorite puzzling experiences have been part of roleplaying games, so it warms my heart to see more and more people discovering Dungeons & Dragons and other tabletop RPGs. Not only are they a wonderful way to connect with friends and tell stories, but they inspire me to create new and innovative puzzles.

Both the Netflix series Stranger Things and the CBS sitcom The Big Bang Theory have helped bring roleplaying games to greater mainstream attention (as shows like Community and Freaks and Geeks did in the past), and now, even fast food chains are getting in on the pencil, paper, and dice-loaded pastime.

Yes, Wendy’s has created its own roleplaying game.

Feast of Legends is a self-contained roleplaying adventure that is both staggeringly detailed and shamelessly self-promotional. This NINETY-SEVEN page downloadable PDF contains the rules for building your character, equipment, rules, setting details, and different character classes (like the Order of the Frosty or the Order of the Spicy Chicken Sandwich), each with their own bonus abilities.

It’s actually a terrific introduction to roleplaying games as a whole, discussing concepts like how many actions you can take on a given turn, how combat works, and which dice to use.

They even created an online dice roller for you to use if you don’t own roleplaying dice!

(For RPG aficionados, the system is reminiscent of both D&D’s fourth and fifth edition rulesets, though not nearly as involved, obviously.)

Once you’ve created your character — an easy task, given the streamlined (but effective) character creation instructions in the first half of the handbook — there’s an entire campaign included to play through!

Yes, a five-part adventure awaits players willing to explore Freshtovia, battle the evildoers who seek to force frozen beef on people across the land, from Costa del Spicy to Roast Beach, from The Box to Biggie Vale.

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Oh, you were curious about the shameless self-promotion? Trust me, we’re getting to that.

It starts with the setting — the mythical land of Freshtovia, in the realm of Beef’s Keep, where Queen Wendy requires your help to battle the monstrous threat of frozen beef. You can arm yourself with various implements (the spork caught my eye) as you prepare to do battle with the Ice Jester (a thinly veiled take on Ronald McDonald) and his minions, including violent versions of the Hamburglar (aka the Beef Bandit) and the Fry Guys.

Not only that, but there are rules regarding the bonuses you get for eating Wendy’s food while you play (as well as minuses for any characters eating from a different fast food chain during the game).

It’s seeded throughout the game, and on the website as well. On the page explaining how RPGs work, readers will find this text:

Beef’s Keep is a wide open world waiting for you to explore it. Make the world your own, expand your adventure, and most importantly, buy Wendy’s. Wait, we meant to say have fun. Also, buy Wendy’s.

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As a writer and a content creator, I was a little disappointed to see that this voluminous and impressive PDF was lacking in one crucial detail: credits for all the hard work that must’ve gone into it.

Yes, there is a brief credit near the end — illustrations by Alex Lopez, maps by Collin Fogel — and a few signatures and identifying marks hidden in some of the art, but what about the writing? What about the well-crafted adventure? What of all the puns?!

I really had to go hunting in order to track down who exactly deserves the kudos for this engagingly ridiculous endeavor. The credit belongs to the company VMLY&R and their Wendy’s team, including @TonyMarin and @SmugKeck.

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Designed to launch in time for New York Comic-Con — coinciding with a play-through on the popular webseries/podcast Critical Role — Feast of Legends seems like a rousing viral success.

Yes, there is naturally some pushback on the Internet — some for campaign donations made by the CEO of Wendy’s, some for how Wendy’s employees are treated — and some directed at the RPG itself, viewing it as a thinly-veiled propaganda tool (or an anti-union screed designed to brainwash the puny minds of roleplayers).

Politics and social issues aside, I’m calling this project a win. People that have never played a roleplaying game before have asked me about it, and roleplaying games in general are in the news because of this. If this brings more people into one of my favorite activities and opens up a new world of puzzles and games for them, then I thank Wendy’s for making that possible.

And yes, we’re probably going to end up playing this at the office at some point.


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