Case Study at a Glance
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
Ability to engage nontraditional gaming audiences through influencer marketing
Discovery AI-enabled targeted influencer selection across non-gamer verticals
Use AI to source niche creators in verticals related to elements of the game to bring in new audiences
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.