RESIDENT EVIL: REVELATIONS                                   SOCIAL MEDIA CASE STUDYI N T E R N AT I O N A L , I N C
GOALSSTRATEGY                                   Generate buzz: capture and                                   sustain video...
The game takes place on a contaminated,   GOALS                                   decaying cruise ship: the Queen Zenobia....
GOALS                                   As the campaign progressed, it became increasingly evident that this cruise ship c...
GOALS                                   We created amateur-looking, low-budget viral videos depicting                     ...
GOALS                           The website itself started to decay month after month. Visitors could contact a fake call ...
GOALS                                   16,000 Facebook fans with 3-5% engagement rate throughout the campaign            ...
QUESTIONS?CONTACT               I N T E R N AT I O N A L , I N C   212-524-3170   CONTACT@RDAI.COM   FACEBOOK.COM/RDAINTEG...
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Case Study - Resident Evil Revelations - Social media

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Case Study - Resident Evil Revelations - Social media

  1. 1. RESIDENT EVIL: REVELATIONS SOCIAL MEDIA CASE STUDYI N T E R N AT I O N A L , I N C
  2. 2. GOALSSTRATEGY Generate buzz: capture and sustain video gamers’ interest by creating a viral campaign over theRESULTS course of several months to encourage dialogue amongst fans without spoiling the storyline. Return on Investment: Ensure that all digital and social initiatives ultimately drive pre-orders and sales.CAPCOM’SRESIDENT EVILI N T E R N AT I O N A L , I N C 2
  3. 3. The game takes place on a contaminated, GOALS decaying cruise ship: the Queen Zenobia. RDA brought the boat to life through an Alternative Reality Game / Campaign by creating fake websites, Facebook pages,STRATEGY user profiles, press releases, viral videos, tourist galleries, etc. We even launched a (real) sweepstakes to win a cruise.RESULTSCAPCOM’SRESIDENT EVILI N T E R N AT I O N A L , I N C
  4. 4. GOALS As the campaign progressed, it became increasingly evident that this cruise ship company was fishy. This was conveyed through hidden easter eggs on the website, disturbing customer reviews and apologetic PR damage-control on the “official” Facebook page, etc.STRATEGY Damage control on the Facebook page Fake PR announcing the cessation of operations Photo gallery full of regretful customers Website easter eggs: floating limbs & bodiesRESULTS in the background, hidden codes Subtle hints in the copy referring to Resident EvilCAPCOM’SRESIDENT EVILI N T E R N AT I O N A L , I N C
  5. 5. GOALS We created amateur-looking, low-budget viral videos depicting tourists’ discovery of suspicious “pieces of animals” on the beach.STRATEGYRESULTSCAPCOM’SRESIDENT EVILI N T E R N AT I O N A L , I N C
  6. 6. GOALS The website itself started to decay month after month. Visitors could contact a fake call center and share their discontent with Queen Zenobia’s services. The whole experience was spoiler-free as our campaign’s storyline ended where the game’s narrative started.STRATEGYRESULTSCAPCOM’SRESIDENT EVILI N T E R N AT I O N A L , I N C
  7. 7. GOALS 16,000 Facebook fans with 3-5% engagement rate throughout the campaign Online videos were watched more than 45,000 times without any paid mediaSTRATEGY More than 200 people left a voicemail on our fictitious call center Pre-order objectives were met and exceeded prior to launch Resident Evil: Revelations’ first US shipment sold out in a matter of daysRESULTSCAPCOM’SRESIDENT EVILI N T E R N AT I O N A L , I N C 7
  8. 8. QUESTIONS?CONTACT I N T E R N AT I O N A L , I N C 212-524-3170 CONTACT@RDAI.COM FACEBOOK.COM/RDAINTEGRATED TWITTER.COM/RDARADAR 8

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