For Resident Evil 6, crush was appointed the digital marketing account under which I was Account Director. We won a competitive pitch to deploy a full global digital campaign spanning several platforms. Throughout the year long run up we built a number of digital products alongside the main campaign assets. Below are some of the main activities.
The app used Facebook, Twitter and YouTube record for fans to record their final goodbyes directly to the app. Soundcloud was also integrated for fans to record their final goodbyes direct to Soundcloud too. All in all, a really complex site!
After fans logged in with their Facebook accounts, the trailer pulled a photo of their loved one to incorporate in the trailer (tricky magic used to work that out). Location data was also grabbed to show a map within the video, and users could send a goodbye message via the trailer its self, which would in turn message that friend on Facebook.
This was one of the most complex apps I’ve ever had to plan, technically it was very demanding but the result was great. Resident Evil was the first ever game to launch an interactive trailer like this.
– Angelique Schierz-Crusius, Global Digital Strategy, Capcom
At Capcom, we are always looking for new and exciting ways to connect with our audiences. Capcom and Crush have a great synergy, and we hope to have created a digital campaign that grows excitement amongst the core Resident Evil fan base about the forthcoming title, as well as reaching out to and engaging with new audiences.
YouTube Record Integration
EFIGS Language Filtering
In-video Data Plants
Drum Marketing Award, MCV: Best Digital Campaign
Powster, Adewale Adeyemi, Nii Quarcoopome, Me
Brothers & Sisters (No Hope Left)
April 03, 2012