With 75% of the total budget being allocated to pre-release activity, Capcom 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 CTRs. The delivery of the activity depended on us gaining additional money from the release activity to run afterwards.
Being a Zombie themed game, the initial site preference was Bizarre. We managed to encourage spend on other sites and in return offered support of bespoke editorial articles to be written and hosted on Den of Geek.
Bespoke editorial articles were released on Den of Geek to keep momentum for the game going and generate excitement from our users.. Campaign optimisation meant that clicks on ads were excellent. Performance of the campaign was monitored regularly and communicated back to he agency frequently to keep Dennis front of mind.
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 overall success of the campaign has improved communication with the agency and advertiser. 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.