Capcom Europe

Resident Evil 7: The Experience

Capcom Europe – Resident Evil 7: The Experience
Capcom Europe – Resident Evil 7: The Experience
Capcom Europe – Resident Evil 7: The Experience

THE PROBLEM

How do you earn the trust back of a cynical, niche audience? Especially when the UK reception of Resident Evil 7 would directly affect Capcom’s global sales?

THE STRATEGY

Shockingly Authentic – create an opportunity for gamers to experience the game in a truly authentic way like never before.

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.

BUSINESS IMPACT

3.5M

Sales worldwide from Jan-March 2017

175,000

Resident Evil 7 was the biggest selling boxed game in the UK in January 2017, despite only being on sale for 5 days of the month – 170,000 games were sold in the UK

MEDIA IMPACT

5,467

Footfall across both the Experience and Debrief areas in 4 days

165

Media launch attendees, including key press and influencers

142

Pieces of coverage, including 20 national & double-print hits for Evening Standard, Metro & Time Out

SOCIAL IMPACT

350M

Reached for the theatrical video trailer across social & mainstream media

1,929

Social interactions

20+

Responsive vlogs

30,000

Microsite visits

CLIENT TESTIMONIAL

  • We knew we had to do something really special to celebrate a game that has been so highly anticipated. We have been overwhelmed by the response to the experience and it only added to the excitement around the launch. We were excited to be partnering with M&C Saatchi PR Experience once more – their impressive work on the Street Fighter V launch last year set standards high, and I was pleased to see how they continue to execute innovative launch events and PR ideas.

    – Laura Skelly, PR Manager, Capcom Europe

MEDIA TESTIMONIAL

  • Resident Evil 7 Biohazard was one of the most successful soft reboots I’ve seen in my long career in games journalism. The game launch managed to mix elements that appealed to both old school fans and those new to the franchise, and as such automatically becomes the new standard by which to judge any future refresh of a long-running brand. The immersive experience brought the game to life in an extremely authentic way, and it was clear how much detail went into replicating the best parts of the game ‘in real life’. Content based on the experience proved extremely popular on metro.co.uk, with articles on the Resident Evil Experience proving especially successful.

    – David Jenkins, Gaming Editor, Metro
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