We orchestrated a fusion of mobile, digital, and real-world encounters to unveil the newest instalment of the zombie franchise. Superfans and media were charged with safeguarding London from an impending zombie apocalypse armed with ingenuity, customised Nerf weaponry and an immersive augmented reality mobile app.
Resident Evil: Operation Raccoon City29
We seamlessly combined mobile, digital, and physical experiences to unveil the latest zombie franchise iteration. Players volunteered for the Umbrella Corp, tasked with defending London against an imminent zombie outbreak using only their wits, modded Nerf guns, and an augmented reality mobile app.
We engineered a captivating campaign hub masquerading as a recruitment site for the Umbrella Corps, rallying support against ‘The Infected’ in London, Bristol, and Manchester. Supported by compelling video and image assets, the call to action resonated with fans across these cities.
London-based enthusiasts were randomly chosen to attend the live launch event alongside media representatives, while others were encouraged to join the virtual battle against zombies through the iPhone game.
Recruits gathered at Umbrella HQ in Shoreditch, receiving their mission brief before venturing out to confront augmented reality ‘infected,’ followed by real-life encounters with even more formidable adversaries.
The event drew over 40 journalists and superfans, resulting in 27 positive news stories and reviews. The campaign microsite attracted over 17,000 visits, and the mobile game garnered more than 30,000 plays across London, Bristol, and Manchester, amplifying engagement and excitement around the campaign.
