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

2. Five murder scenes were carefully staged then
photographed outside five prominent London
media companies

3. The "crime scene images" were then sent to 75
members 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.

4. A follow-up mailing then targeted 125 journalists with a
selection of pre-packaged fresh meat products
accompanied by a pot of red or green herbs in direct
reference to health tonics used in the game.

5. Finally, journalists were invited to a launch event at a
human butcher’s called Wesker & Son - named after a key
character in the game

6. The pop-up store was filled with fake
body parts sourced from U.S. props
specialist Dapper Cadaver

7. Though made from animal meat, the products, such as
"Peppered Human & Lemon Sausages," were carefully
designed to look like human flesh by food artist Sharon Baker

8. "The brief was simple: raise awareness of the
game within the non-gaming community and
go beyond hardcore gamers who were
already anticipating the game’s release.”

9. Fake graffiti tags reading “No Hope
Left”, have also been popping up in
locations all over the world to
promote the Resident Evil 6
website and C-virus map

10. The No Hope Left site itself reads as a
blog, collating sightings of the C-Virus
across the world and searching for a
pattern
One thing mentioned on the site is an
Ivy University sweater that was said to
show traces of non-human blood and
the c-virus – the sweater was then
auctioned on eBay after users linked
the above video showing a college
student wearing the sweater

11. 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

12. Thanks 