Capcom
Video Game Launch Guerilla Marketing
CAPCOM's Lost Planet 2 Superfan Marketing Campaign
CAPCOM activated a nationwide guerilla marketing x superfan campaign to promote Lost Planet 2 by distributing 1,000+ ice blocks across the country.
Inside each ice block was previews of the game.
Objectives
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Build anticipation for the video game release
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Create an unexpected and memorable experience for superfans
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Generate organic social media coverage
600 ice blocks, 3,000 engagements, 710,000 Reddit and X impressions
Campaign Execution
Ice block drop locations were strategically planned to show up outside culture influencer shops – Supreme, comic shops, high schools, and other key locations in New York, Chicago, Los Angeles, San Francisco, Seattle, and Boston.
CAPCOM seeded information about the campaign on Reddit and Twitter (now X) to build anticipation. Fans eagerly awaited the event on the day of the ice block drop, armed with tools to break the ice and retrieve the game copies.
Campaign Results
The campaign was a success, achieving its objectives of building anticipation, creating a memorable experience, and generating social media coverage. Gamers shared photos and videos of themselves breaking the ice blocks, and even storing ice blocks in their freezer and trying to sell them on eBay!
What Made This Brand Activation Marketing Campaign So Notable?
Anticipation
CAPCOM teased that something was going to drop, but fans didn't know exactly what - creating excitement and buzz before anything happened.
Experience
This wasn't a typical merch drop, it was a full blow surprise, puzzle, unlock combo - perfect for a gamer audience.
Shares
If there's one thing true - it's that fans love exclusivity and sharing - this brand activation did both!
Ready to rock the streets with a marketing stunt? We're here to help!
