Capcom was 2 months away from launching their biggest game of the year: Dead Rising 2. They were looking to make a splash at E3 Expo in San Francisco, and for anyone who knows E3, that's not an easy task.
Here are the components of a plan that worked.
Online
THE WEBSITE:
- Created and launched citizensfortheundead.com (CURE), a zombie rights group featured in the video game and brought to life online.
- Targeted video game fanatics via Twitter, Facebook and other gaming social media sites.
RESULTS:
- 10,000+ visits prior to "official" site launch
- Generated online dialogue with gamers including over 50 emails a day received by the "faux" CURE email address
- Average time on site of 4 minutes 12 seconds
- 6,000 downloads of ad banners designed to support CURE and drive to the site
Experiential
THE SET-UP:
- Zombie Cage outside of CAPCOM exhibit
- Guests could pose for pictures with live props from the Videogame; Motorcycle, famous DR chainsaw and jacket
- Live Zombie & "Fortune City" Security guard Actors
- Live CURE protestors promoting Zombie rights and the CURE website
THE ACTIVATION:
- Every 30 minutes, a team of CURE protestors rushed the cages and "released" the Zombie's only to be arrested by a team of aggressive security guards guarding the Zombie cages.
RESULTS:
- Coverage (including video) on more than 350 blogs
- Spots filmed for over 35 TV shows
- Crowds of up to 300 people
- CAPCOM was awarded with an "E3 Best of Show" award
- The scene drove massive crowds and an attempt by both Nintendo and Playstation to have us shut down
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