Resident Evil 6: A disturbing & frightening case study
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Resident Evil 6: A disturbing & frightening case study

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A quick overview of the awesome work done by Capcom for the release of their latest Resident Evil game. Great examples of how to engage press, run offline events and link the digital world to real ...

A quick overview of the awesome work done by Capcom for the release of their latest Resident Evil game. Great examples of how to engage press, run offline events and link the digital world to real life objects as seen with the jumper example

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Resident Evil 6: A disturbing & frightening case study Resident Evil 6: A disturbing & frightening case study Presentation Transcript

  • Five murder scenes were carefully staged then photographed outside five prominent London media companies
  • The "crime scene images" were then sent to 75members of the press based in and near each location - accompanied by an autopsy report detailing in a scientifically valid way the injuries shown on each body--each "death" being a way a character might die during Resident Evil 6 game play.
  • A follow-up mailing then targeted 125 journalists with aselection of pre-packaged fresh meat productsaccompanied by a pot of red or green herbs in directreference to health tonics used in the game.
  • Finally, journalists were invited to a launch event at ahuman butcher’s called Wesker & Son - named after a keycharacter in the game
  • The pop-up store was filled with fakebody parts sourced from U.S. propsspecialist Dapper Cadaver
  • Though made from animal meat, the products, such as "Peppered Human & Lemon Sausages," were carefullydesigned to look like human flesh by food artist Sharon Baker
  • "The brief was simple: raise awareness of thegame within the non-gaming community andgo beyond hardcore gamers who werealready anticipating the game’s release.”
  • Fake graffiti tags reading “No HopeLeft”, have also been popping up inlocations all over the world topromote the Resident Evil 6website and C-virus map
  • The No Hope Left site itself reads as ablog, collating sightings of the C-Virusacross the world and searching for apatternOne thing mentioned on the site is anIvy University sweater that was said toshow traces of non-human blood andthe c-virus – the sweater was thenauctioned on eBay after users linkedthe above video showing a collegestudent wearing the sweater
  • A big thanks to the sources: Stick Twiddlers http://sticktwiddlers.com/2012/07/24/resident-evil-6-arg-is-viral-marketing-in-every-sense/ Co.CREATE http://www.fastcocreate.com/1681689/welcome-to-the-human-butcher-shop-grossest-pr-stunt-ever#10 Metro http://www.metro.co.uk/tech/games/914901-weekend-hot-topic-part-1-resident-evil-6-reaction Incredible Things http://www.incrediblethings.com/food/cannibalism-is-in-human-meat-market/ Wallpaper Passion http://wallpaperpassion.com/upload/26525/resident-evil-6-wallpaper.jpg
  • Thanks 