Tuesday, November 17, 2009

Resident Evil: The Darkside Chronicles

Last Thursday saw the trailer go live for the new Capcom "Resident Evil" game. Essentially this is the lastest in the popular zombie killing series of games, featuring all the blood, guts and gore that would be expected.

What wasn't expected was the takeover video ad that turned an otherwise normal webpage into a zombie rampaged mess. Allowing users to both watch and play the new game. This is seriously cool...

Mona Hamilton, VP-marketing at Capcom, said "This is the first time users can interact and actually play the game inside the trailer, it really allows people to experience that surprise horror and fear. ... It was designed to take the experience to the next level."

GameTrailers.com, part of the MTV Networks entertainment unit inside Spike Digital, and JVST, San Francisco, worked with Capcom to create the interactive trailer. Unfortunately the interactive nature of the trailer means that it is only available on the GameTrailers site, however, there is an impressive advertising suite backing up this element of the campaign across the US market. Unusually, all this advertising is driving users to GameTrailers.com rather then a dedicated campaign microsite.

Brad Winters, general manager for GameTrailers.com, said "It's a captive audience with people coming to the site for nothing other than to watch game videos. ... This engages the audience more than just watching a video and if you can get them involved in the content, it's going to make more of an impression."

This is the first interactive trailer that GameTrailers.com has hosted, and while Winters doesn't see it taking over the traditional trailer, he did say "I think we'll see this kind of interactivity more and more as part of marketing plans. ... And not just for video games and movies, but it's an opportunity for anyone creating video content [for their brand]."

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