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Capcom Europe: Resident Evil 7: The Experience

THE PROBLEM

Resident Evil fans were cynical about the new game launch after widespread criticism of its previous iterations. How the launch landed with hard-core UK gamers and media would directly affect Capcom’s global sales.

THE STRATEGY

Scarily Authentic – create an opportunity for gamers to experience the game in a truly authentic way.

THE IDEA

Resident Evil 7: The Experience – an immersive horror-house-meets-escape-room. We put the public face to face with the Baker Family, trapping them for 45 minutes in the terrifying world of Resident Evil 7.

Held over four days in Shoreditch, the Experience allowed 28 pairs each day to get free tickets on a first come, first serve basis. We also set up a Sewergators lounge where the general public could pop in and play on the new VR version of the Game. Finally, we created a purposefully grotesque private dining media experience with the Baker Family.

Social Impact

482.000 teaser trailer views across Facebook and YouTube
2.9BN impressions across Twitter and Instagram

Media Impact

Media Impact
142 pieces of coverage
1.9BN total coverage reach
5,467 total visitors across all four days, plus 165 media

Business Impact

Business Impact
3M units sold within the first month
30,000 microsite views to date