Challenge We were tasked by Capcom to deal with all the European communications for the release of Monster Hunter: Rise on the Nintendo Switch. This included the initial announcement during the Tokyo Games Show in September 2020, and continued through to promotion of the demo in January 2021, pre-order, release in March and sustain in April. All of this media had to align with marketing efforts undertaken simultaneously by Nintendo.
Idea Having developed a comprehensive comms plan, we worked with a broad range of partners; from social placements on Twitter, Facebook, Reddit and TikTok, to premium videos on YouTube, Twitch and CrunchyRoll. We also worked with gaming cornerstones including IGN, JeuxVideo.com and Webedia, and used programmatic premium display inventory to spread the word where we knew it would count.
Results The campaign performed extremely well in several benchmark categories, whilst the use of innovative and new placements, such as on TikTok, yielded incredibly high levels of media engagement. With this media success translating into sales, Rise has become Capcom’s biggest selling single-console release with over 6 million units sold as of April 2021. We also found that areas where we focused marketing efforts also contributed a much higher revenue share than those where we didn’t!