Nissin presented itself at DreamHack, one of the largest gaming trade fairs in Europe, with a 24-hour tasting event for its Cup Noodles. The aim was to market the Nissin brand, maintain existing customers and attract new ones. The campaign comprised two Noodle Bars in the EXPO and LAN areas, staffed by a carefully cast and trained team of 10. The trade fair visitors were supplied with Cup Noodles day and night, with the sales force providing quality checks and support. The rush at the Noodle Bars was enormous, which led to the successful sell-out of all products.