Gamers and Horror Creators Unite for the Launch of Resident Evil Village

By BEN INFLUENCER TEAM 02/16/2022

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How did a new game beat viewership goals by 1.5x—while targeting a non-gaming audience?

Case Study at a Glance

COMPANY DESCRIPTION

Capcom began as a manufacturer and distributor of electronic game machines. The company built a reputation for introducing cutting-edge technology and software to the video game market and is now involved in all areas of the video game industry

COMPANY LOCATION

Osaka, Japan

WHY BEN

Ability to engage nontraditional gaming audiences through influencer marketing

Discovery AI-enabled targeted influencer selection across non-gamer verticals

FOUNDED

1979

THE BLUEPRINT

Use AI to source niche creators in verticals related to elements of the game to bring in new audiences

THE PLATFORMS

YouTube, Instagram

company

Gamers and Horror Creators Unite

9-foot tall vampire Lady Dimitrescu is likely to turn a few heads, so when Capcom unveiled her as a key character in the latest instalment of the Resident Evil franchise Resident Evil Village, gamers—and meme culture—took notice. But Capcom anticipated that the game had potential appeal beyond its core demographics, and aimed to expand awareness outside of Resident Evil fans.

Feeling confident that the game launch would reach established fans, Capcom needed a different approach to spread the word about the new game in broader communities. BEN developed an influencer marketing campaign to target new audiences in overlapping genres or related areas of self-professed “nerd culture.”

Tapping into Overlapping Audiences

To bring in audiences from these tangential verticals, BEN used its AI discovery capabilities to source creators who, though not necessarily gamers themselves, were potentially interested in broader aspects of horror.

The AI was able to predict how these nontraditional creators would perform compared to traditional gamers. For example, after BEN secured Corpse Husband, a popular scary storyteller on YouTube, its AI predicted he had a 40-50% reach similarity to other top gamers. The advantage? Not only could he reach new users whose primary interest was horror, but he also had a significant influence within the gaming community.

BEN tapped creators in other verticals too, such as cosplay, food, metal working, films, and visual effects (VFX). Influencers took different approaches to content, including a metal-worker recreating a weapon from the game and a VFX creator mimicking game footage in a short zombie attack film. The results spoke for themselves, with the full campaign exceeding viewership goals by 1.5 times, securing nearly 3.5M views across YouTube and Instagram.

Generating Added Value from Strong Creator Matches

By sourcing creators who effectively aligned with the Resident Evil Village aesthetic, BEN generated added value from creators eager to connect the game to their individual interests. Multiple creators posted beyond what was contractually agreed upon, resulting in additional views and impact.

For example, BEN worked closely with Corpse Husband to develop his concept and create a flexible experience for him. Even before his stream went live, Corpse Husband tweeted about Resident Evil Village, demonstrating his eagerness to dive into a game he was excited to play—and securing an extra 2.1M impressions. Then, when Corpse Husband saw his content doing extremely well, he streamed gameplay for an additional day for 3 hours.

Yaya Han, another creator BEN secured for the campaign, cosplayed Lady Dimitrescu. Across YouTube and Instagram, her content resulted in over 1M views. Yaya also then chose to add multiple posts on all her channels — Twitter, Facebook, and TikTok — beyond her contracted agreement, securing nearly 400,000 additional views thanks to the close alignment of Resident Evil with her audience.

BEN’s holistic approach, technology, and a human understanding of influencer marketing led to an extremely successful campaign, surpassing all goals and expectations.

3.5M

VIEWS (YOUTUBE
& TIKTOK)

1.5x

OVER VIEWERSHIP GOALS

2.1M

ADDED VALUE TWITTER
IMPRESSIONS – CORPSE
HUSBAND

400K

ADDED VALUE
VIEWS – YAYA HAN

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