Resident Evil Mercenaries was a big-ass campaign. It had to be. This was the first time a Resident Evil title was going portable and it wasn’t doing it in a shy kind of way either. It was an all-action, knock em off their feet-a-thon; something that would surprise Resident Evil fans.
So we had to reassure them that it was Resident Evil right down to its blood and that just because it was being released on handheld consoles, it wasn’t going to be light.
In addition to the packaging and print advertising, Head First produced a social media campaign which included a Facebook App and a video that went viral and became nominated for a Golden Hedgehog award. We even produced a short ‘making of‘ video because the special effects were a little bit awesome.
By every metric known to humanity, this campaign was a winner.