Capcom hired RDA to help launch the reboot of their Devil May Cry franchise. RDA created an integrated marketing campaign that combined augmented reality and gamification, inviting people to "face their demons" by scanning real world objects with a mobile app to reveal missions and uncover an in-game conspiracy. The campaign engaged over 25,000 users over 2 months without any media spending and helped the game sell over 1 million copies in its first month.

1. CAMPAIGN CASE STUDY
DmC DEVIL MAY CRY
Video game publisher Capcom (Resident Evil, Street
Fighter, Mega Man) selected RDA to help launch the
rebirth of one of their biggest franchises: Devil May Cry.
In an industry first, we combined augmented reality
and gamification to create an integrated campaign
that tickled the inner gamer in all of us - casual or
hardcore - by inviting them to “face their demons”.
INTEGRATED CAMPAIGN
ENTERTAINING, ENTERTAINMENT MARKETING
GAMIFICATION + AUGMENTED REALITY
I N T E R N AT I O N A L , I N C

2. Throughout the whole campaign and across all channels, we sent users
Campaign Strategy on a series of weekly missions and challenges to reveal the demonic
“Face Your Demons” conspiracy by scanning the real world with our mobile application,
effectively tying all marketing vehicles together.
STEP 1: GET THE APP + MISSIONS
STEP 2: SCAN EVERYTHING!
PRODUCT
PACKAGING
“RAPTOR NEWS”
Fake news website
including:
16 articles
4 news videos
1 hotline
TRADITIONAL ADVERTISING
SCREENSHOTS
& PS3/XBOX GAME DEMO
REAL WORLD TRIGGERS SOCIAL MEDIA
VIDEOS & bank notes, stop signs, logos, etc.
TRAILERS
I N T E R N AT I O N A L , I N C

3. Mobile Application: iOS & ANDROID
This app allowed users to scan the real world with the application, and reveal the truth behind it (via CG videos)
I N T E R N AT I O N A L , I N C

4. How does the app work? Learn your missions, scan everything, reveal the truth.
WHAT YOU SCAN WHAT IT REVEALS
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5. The results
25,833 unique users with $0 media spend
CENSORED
Average user logged in 6.1 times
CENSORED
Full CRM data collection
email addresses, social channels, influence rank, etc.
Continued engagement over 2+ months
1+ million games sold during the 1st month
Number of daily logins throughout the campaign
7000
6000
GAME LAUNCH
CENSORED
5000
4000
3000
2000
1000
0
1-Dec
7-Dec
9-Dec
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1-Feb
3-Feb
5-Feb
17-Dec
25-Dec
3-Dec
5-Dec
27-Dec
19-Dec
11-Dec
I N T E R N AT I O N A L , I N C