CASE STUDY: Capcom promote Dead Rising 2 with Bizarre Magazine

Provided by Dennis Publishing Ltd
Capcom utilise Bizarre's unique position to gain direct contact with those readers who cannot be reached using mainstream mags.
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What was the Challenge / Background of the Campaign?

With 75% of the total advertising budget being allocated to pre-release activity, the promotion of Capcom's (developer and publisher of video games) new release Dead Rising 2 needed to work effectively using only display creative. Without being able to offer big budgets or any further creative we needed to ensure the activity worked, generating good CTR's. The successful delivery of the activity depended on us gaining additional money from the release activity to run afterwards.

What was the Campaign Objective?

Effectivity using only a predesigned display creative

What was the Solution?

Being a Zombie themed game the initial site preference was Bizarre (the world's biggest alternative culture publication), we did however manage to encourage spend on other sites and in return offered support of bespoke editorial articles to be written and hosted on Den of Geek, keeping momentum for the game going and generating excitement from our users. Campaign optimisation meant that clicks on ads were excellent, with the performance of the campaign being monitored regularly and communicated back to the agency frequently to keep Dennis front of mind.

What were the Results?

We were "the best performing on plan" and therefore repeat activity with more budget than the original booking was guaranteed. The client was very pleased with the bespoke articles and the overall success for the campaign has improved communication with the agency and advertiser.

What were the Key Learnings of this Campaign?

This is an effective example of how gaming clients can run successful, cost effective display activity. Our editors enable bespoke support, enriching campaign activity. This has since been a great example to show to other gaming clients we struggle with.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsReadership 231,000 | Circulation: 28,979 ABC (Jan-Dec'09)
16 - 24
25 - 34
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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