Resident Evil – Shared Nightmare (Facebook App)

Objective

Capcom promoted the October 2, 2012 release of Resident Evil 6 to its 3.8 million Facebook fans. The campaign aimed to build anticipation for the game launch by creating an immersive interactive experience tied to the game's C-Virus plot element. The activation was designed to drive engagement and social sharing among the core gaming audience through personalized, emotional storytelling.

Solution

Shared Nightmare was an interactive Facebook application that allowed users to personalize a cinematic experience based on their final moments amid global C-Virus devastation. The experience incorporated user profile data to create personalized messages and allowed participants to send their final message directly to friends within the video, creating a viral social mechanic. The broader campaign included an interactive C-Virus World Map on Twitter where users could warn followers about the spreading infection. The experience was deeply integrated with Resident Evil 6's core narrative and viral marketing storyline.

Results

Sources confirm that no specific campaign performance metrics, engagement data, or business results were published. However, sources differ on the exact Facebook fanbase size: Adweek reports 3.8 million-plus users, while The Drum reports 3.7 million fans.