Capcom wanted to reach more gamers and increase awareness for the launch of its remake, Resident Evil 2.
Shuttlerock collaborated with Capcom’s media agency, Powerphyl Media Solutions, to create short-form video assets that were optimized for a mobile-first environment. This included branding in the first few seconds for stronger resonance, a vertical format that fit better on mobile devices, and text overlays so that viewers could understand the messaging with or without sound.
The video ad creative included fast-cut, foreboding shots of zombies and other characters, along with the messaging: “The survival horror classic that defined a generation—reimagined and better than ever,” and “Play the survival horror classic—rebuilt from the ground up.” Each ad had either a “Learn More” or “Shop Now” call-to-action button that linked to the Capcom website.
Capcom determined the results of this January 25–February 17, 2019 campaign using a Nielsen Total Ad Ratings study, which reported a:
incremental reach to console owners over TV ads alone
incremental reach to TV across overall demographic target of males 18-49
of people reached by Facebook-owned a video game console versus 49% for TV
Facebook was the perfect place to execute this campaign, knowing our overall goal was reaching new users and driving brand awareness of Resident Evil 2 with key audiences in the entertainment and action game genre. Working with MobileWorks to create eye-catching mobile-first creative further helped accomplish our goal, and I'd say the results definitely speak for themselves!
Director, Paid Social, Powerphyl Media Solutions
The Japanese gaming company ran Facebook video ads developed through the MobileWorks program to increase awareness about the launch of its Resident Evil 2 video game remake, resulting in 2.2X incremental reach to TV among console owners.