Here’s how an award-winning campaign generated millions of brand interactions for Meta Quest’s first AAA release in VR.
Resident Evil 4 (RE4) is one of the most iconic horror games of all time. So when a VR version was announced, it was destined to be huge. But many people had never tried VR before.
That’s why Meta Quest partnered with Viral Nation to drive VR awareness, hype, and engagement before launch.
First, we had to remind gamers what they loved about Resident Evil, so our strategy began with sourcing and onboarding major creators and publishers across Twitch, YouTube, Twitter, Instagram, and TikTok to immerse audiences in Resident Evil’s characters, lore, and iconic moments and memes.
With early access to the game and loads of creative freedom, creators leveraged Resident Evil 4 content in refreshingly original ways and captivated fans with their early takes on the new VR experience.
Influencers and social publishers created livestreams, interactive stories and reels, and gameplay compilations that ranged from hilarious to nail-biting – with one viral video that netting over 2.6M views on TikTok!
Cosplayers brought their favorite characters to life while creators outside of the gameplay format produced real-life challenges and game analyses. And we helped Meta Quest’s team drive positive audience sentiment by commenting on, sharing, and reposting influencer and publisher content throughout the campaign.
We amplified campaign reach with a strategic gifting campaign where 25 celebrities, artists, influencers, and gamers affiliated with – or major fans of – Resident Evil received a Meta Quest 2, and, in some cases, launch-day access to Resident Evil 4 VR.
Leveraging 73 creators across key verticals – including two of the top 1% of Twitch streamers – achieved massive reach, excitement, and impact for Quest 2’s release. The campaign went viral and helped make Resident Evil 4 VR one of the most hotly-anticipated releases of the year.
