CAPCOM Augmented Reality Game for Resident Evil Village
DETAILS
As Capcom approached the launch of Resident Evil Village, the latest installment of the long-standing franchise, they turned to Reddit to create awareness and excitement.
SKILLS
Advertising
Brand Strategy
Copywriting
Community-Management
For the launch of Capcom’s highly anticipated survival horror game, Resident Evil Village, the renowned video game publisher partnered with digital creative agency Nomadic and custom campaign creators Dog Tale Media to produce a Reddit-based alternate reality game (ARG) entirely within a Reddit user profile.
To reach their target audience, Capcom leveraged Reddit Promoted Posts and Videos, in addition to High Impact Takeovers including Gaming Category Takeovers and Trending Takeover.
Over the course of 10 days leading up to the game launch, Capcom released a series of cryptic clues that took the entire Reddit community to solve together, culminating in a big launch day reveal. 9 out of 10 surveyed users said the ARG made them interested in playing the game and 8 out of 10 said it was an experience they would tell others about.
“We had a great partnership with Reddit on the ARG campaign, who went up and beyond with us on strategic planning, marketing support, execution and more. This certainly wasn’t a campaign that went wide, but we engaged with our core fans who are also opinion leaders in the community and we believe keeping these fans satisfied is key to success.”
— Tak Inoue, Director, Head of Brand Marketing | Capcom
We created a Reddit Profile dedicated to the experience. Meet u/VillageConnoisseur…
Over the course of 10 days leading up to the game launch, Capcom released a series of cryptic clues that took the entire Reddit community to solve together, culminating in a big launch day reveal. 9 out of 10 surveyed users said the ARG made them interested in playing the game and 8 out of 10 said it was an experience they would tell others about.
The campaign was a huge success, resulting in:
50% Higher Video Completion Rate compared to Reddit Category benchmarks
1.7x Higher Brand Favorability compared to Kantar benchmarks
11.1pt Increase in Purchase Intent among Redditors who game >10 hours per week
Awards and Press
Effie Worldwide - 2022, Gold Effie for Most Fan-Engaged Campaign
CampaignAsia - How CAPCOM Launched a game on Reddit
In order to keep fans guessing, each day, Capcom posted 24-hour puzzles on Reddit from an account named the “Village Connoisseur” (u/VillageConnoisseur). The videos slowly revealed a piece of the storyline for the new Resident Evil Village game.