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Capcom Start National Resident Evil: Outbreak (PS2) Marketing Campaign

by Rainier on March 25, 2004 @ 2:40 p.m. PST

Capcom today announced a national marketing campaign to support the upcoming release of Resident Evil Outbreak for the PS2. For the first time ever, Capcom will be running an in-theater campaign where spots will run during the month of April to an estimated audience of more than 5 million movie goers. There will also be an extensive television marketing campaign, which begins on March 29th and runs throughout April, generating more than 57 million consumer impressions. These ads will support the overall marketing initiative, which includes print and online advertising, an online street team, promotional and retail partnerships, as well as several consumer launch events.

Fear is redefined in Resident Evil Outbreak, a new concept for the Resident Evil universe. The game supports both off-line single player and online multiplayer game modes. The Resident Evil series is one of the most successful video game franchises in history having sold more than 24 million units worldwide. Resident Evil Outbreak will carry an “M” rating for mature audiences by the ESRB (Entertainment Software Rating Board). Capcom plans to release Resident Evil Outbreak on March 30th throughout North America.

“To mark the exciting return of the Resident Evil franchise to the PlayStation 2, we are rolling out the most comprehensive marketing program ever for Resident Evil Outbreak," said Todd Thorson, director of marketing, Capcom Entertainment. “A game of this caliber deserves the star treatment and we will use multiple avenues to let the millions of Resident Evil fans know about the most remarkable survival horror game to date.”

The :30 second cinema spots will run nationwide in the top 20 U.S. markets alongside “R” rated movies including “Kill Bill Vol. 2,” “The Punisher,” “Dawn of the Dead,” and “The Whole Ten Yards.” The :30 and :15 second television spots are aimed at the adult markets, ages 18 to 34 years old, and will appear on network primetime, syndicated and cable programming in the U.S. and Canada such as “24,” “Saturday Night Live,” “The Daily Show,” and “WWE.” Further initiatives include a print campaign which features high profile ads that will run in all major video game magazines including Game Informer, Electronic Gaming Monthly and GamePro just to name a few. Online efforts include web site advertising as well as an 800+ member online street team whose goal is to evangelize the game. National retail support will consist of programs such as pre-order and point of sale purchase campaigns at major retail outlets.

Several events in April will help generate awareness for the release of Resident Evil Outbreak. Simultaneous stunts will take place in New York, Chicago and Los Angeles from April 1st through April 3rd where Resident Evil zombies will roam high traffic epicenters in these three major markets. In addition, a public launch event for the game will be held at the Sony Metreon in San Francisco on April 2nd. The venue will be themed in the spirit of Raccoon City and attendees will be able to play demos of the game as well as enter raffle contests to win a variety of Resident Evil related prizes.

Resident Evil Outbreak tells the dramatic story of an outbreak caused by a secret biological weapon infecting the people of Raccoon City. Citizens are turning into flesh-eating zombies that swarm the streets. Players wage war against the pharmaceutical giant, Umbrella, who is responsible for the events leading up to this disaster. In the shadow of this nightmare are a few desperate survivors. They must find a way to get out of the city before the government quarantines the entire area by firing a missile and destroying all proof of existence. Players must beat the clock or die trying.

Resident Evil Outbreak retains the signature Resident Evil storytelling, visuals, and bone-chilling audio that Capcom’s survival-horror fans demand. The game introduces an all-new story, an assortment of new playable characters, and dozens of non-player characters (NPC’s). Players can experience the horror with up to four concurrent players in network mode or one-player accompanied by two computer AI characters in single player off-line mode. By cooperating with and helping fellow characters, players work together to advance through a variety of scenarios as they try to escape the city.

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