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Presented by: Angelique - Head of Digital Marketing - Capcom
"Getting Facebook to work for you: The Resident Evil case study”
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2. About Me!
Angelique The Geek!
Twitter@AngeliqueSC
Facebook/angeliquethegeek
linkedin.com/in/angeliquesc

3. Contents
Resident Evil 6
1. Introduction
2. Strategy
3. Digital Overviews
4. Results
5. Learning

4. Introduction
Resident Evil 6

5. Resident Evil 6
The Launch
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6. Introduction
Resident Evil 6
Over a year ago we asked ourselves how are we going to bring 15 years of
being the “god father of survival horror” to the global digital marketing sphere
for Resident Evil 6.

7. Tag Line + Story
Resident Evil 6

8. Launch Phase +Tag Line
Resident Evil 6
Understanding the importance of teasing, influencers
and your fan base! ( and a bit of luck!)

9. The Luck Element!
Resident Evil 6

10. Launch
Resident Evil 6
The RE6 Announcement was one of the most successful games launches
on the Twitter and Facebook platform. The UK Launch trailer was also
one of the most viewed YouTube videos on a mobile in 2012! The tease
campaign was widely received by all entertainment PR
We grew by 1 Million Fans on facebook within the 1st week!

11. Resident Evil 6
The Campaign
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12. Strategy
Resident Evil 6
Alongside our brand centric
marketing and communication, we
deployed activations designed to
bring the No Hope Left theme to life,
each applying their own narrative
and purpose across an array of
platforms

13. Strategy
Creative and Technological Strategy
Digital Narrative - what is our story & where does it live?
Twitter
Facebook
YouTube
Google +
Campaign Site + Brand Site
Mobile
Trade Shows
PR

14. Strategy – don’t Confuse People!

15. Marketing - Activation
Overview
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We deployed a set of marketing activations around the central campaign theme ‘No Hope
Left’. As creative properties, we aimed to create web product that was market leading in
experience and functionality, setting an industry standard.

16. Strategy
Resident Evil 6
Digital Narrative – The World of No Hope Left!
Ctwirus – Watch the cvirus spread….
Last Goodbye - Leave your last goodbye to your loved ones!
Last Gift - What would your last wish be?
Project Eleos – How would you defend the conservation of your DNA?
Last Song - What would be your last song?
Shared Nightmare - Watch yourself in a world of no hope left?

17. Marketing - Twitter
C-Virus Twitter world map
A global visualization of the C-
Virus, spread through people logging
in with Twitter and having their Tweets
‘infected’ and ‘zombified’.
This activation kicked off our
campaign, positioned to monitor and
promote the spread of the C-Virus
(and more importantly the impact of
the campaign launch) as it gripped
worldwide all over facebook.
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121k
Visits

18. Marketing -Facebook
Last Goodbye
A site housing 3 stages of ‘Last
Moments’ – Goodbyes, Wishes
and Songs. Users uploaded their
submission or browed other
people’s, both of which were
socially shared.
This site was designed to reveal
those last moments and pursuits
in fan’s lives before the C-Virus
took grip.
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19. Marketing -Facebook
Last Goodbye
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20. Marketing -Facebook
Last Gift
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21. Marketing -Facebook
Last Song
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22. Marketing -Facebook
Last Goodbye
A site housing 3 stages of ‘Last
Moments’ – Goodbyes, Wishes
and Songs. Users uploaded their
submission or browed other
people’s, both of which were
socially shared.
This site was designed to reveal
those last moments and pursuits
in fan’s lives before the C-Virus
took grip.
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157k
Visits
(Combined)
690k
Fb Impressions
(Timeline, Feed,
Ticker)
8.8k
Submissions

23. Marketing - Facebook
Shared Nightmare
For our final activation we took fans
on a personalized final journey
amidst the C-Virus outbreak. We put
their loved ones at the heart of an
interactive Facebook video, allowing
them to send a final message to
their friend via the Facebook app.
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133k
Visits
1m
Fb Impressions
23k
Story Shares

24. Marketing - Facebook
Shaker Event
For the game’s launch we wanted
to give every fan the opportunity
the celebrate, no matter where
they were. We partnered with
Shaker, an online virtual event
platform to realise an RE6 event
where fans could unite online for
the release.
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3.5k
Party goers

25. Marketing - Facebook
Game Hub Facebook App
We deployed a ‘game hub’ on
Facebook offering trailers, storyline,
character overview, pre order
information, a Twitter feed and
Newsletter sign up.
This was updated throughout the
campaign to serve as a primary
marketing destination on Facebook
and localized pre-order referral
point.
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26. Marketing - Youtube
ThisMoment
We designed, deployed and
managed a global YouTube
destination using ThisMoment to
serve territory specific content
and facilitate spend related
marketing requirements.
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27. Marketing – Youtube SuperStars
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The power of the Influencer on
the largest gaming platform in the
world – YouTube!

28. Marketing – Trade Shows
Gamescom Site
We deployed a mobile/tablet
responsive Gamescom site for
Resident Evil 6, offering exclusive
content via entering codes given
out at the convention with
facebook incentives.
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29. PR – Think Social!
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30. eCRM
eCRM Campaign
Content for e-mails have included
all major activities pre and post
launch, as well as a consistent
retail referral in the tone of voice
of President Evil #nohopleft –
80% of the subscribers came from
facebook
30
40% OR &
21% CTR

31. Content
Strategy
• Mixing legacy Resident Evil
content to establish points of
reference for fans of all eras,
then infusing with current title
conversation
• Listening in and understanding
what an international audience
wants
• Communicating visually to break
language barriers
• Using a diverse medium to
excite fans both through
narrative and product assets
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The RE6 content strategy has
centered on creating an
entertaining space, which is
personal to both brand and
fans alike inspiring
conversation and audience
engagement.

32. By Highlights
Key Results
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Personalized
The first game title to
have a socially
integrated trailer with
user‟s Facebook data
Socially
Consumed
The first gaming
marketing website to
have a Facebook
Timeline social
browsing function
Globally
Relevant
The first marketing
website to include
Tomahawk as a global
music streaming
solution
Responsive
The first gaming
digital campaign to
have all off platform
marketing websites
responsive to mobile
& tablet
Fan ‘Liked’
Loved
The most relatively
engaged gaming title
on Facebook at its
release week, and 3rd
largest growing

33. Facebook
Platform Growth
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 Surpassed 4
million Likes on
Facebook
 Resident Evil 6
one of the largest
gaming pages on
Facebook
RE6 Release

34. Facebook
Platform Engagement & Reach
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Engagement Benchmark
 18/23 weeks spent
above our 3% Page
engagement
benchmark
 34 Million users
reached in release
week, 208m
impressions over
month release.
 Over 550,000 users
actively engaging with
Resident Evil on
Facebook in release
week
 900,000+ users
engaged with Resident
Evil on Facebook from
Sep 11th – Oct 9th. (1
Month)
RE6 Release

35. By Numbers
Key Results
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4.2m
Likes
Since January's
announcement,
Resident Evil‟s
Facebook page has
nearly tripled in size
from 1.6m to 4.2m
2,900
Weeks
Since announcement,
users have spent in
total 2,900 weeks
watching Resident
Evil videos on
YouTube
435m
Facebook Impressions
In the month
surrounding the
Resident Evil 6
launch, content
received 436 million
impressions
630k
Twitter Mentions
In the month
surrounding launch,
there were over
630,000 mentions of
„Resident Evil‟ or
#RE6 on Twitter
1.4m
Visits to nhl.com
From announcement
to Nov 1st,
nohopeleft.com and
its sub-sites gathered
1.4m Visits, 650k of
which from June 1st

36. What we learnt
Key Results
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Stay Global
Fans want to feel
united & have a global
conversation
Youtube &
Facebook
are #1
Social integration is
vital but always know
where you rich
content is consumed!
Mobile
Responsive
All your content needs
to be mobile friendly
even ur offline activity!
Keep it
Simple
If you fail at UI you fail
completely! Less is
also more!
Campaign
Site
Sometimes you don‟t
need a campaign site
& its okay to switch to
the brand site

37. Thank You & Stay In Touch!
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Twitter: @AngeliqueSC
Facebook/angeliquethegeek
linkedin.com/in/angeliquesc