Insight: THQ engaged Mango to launch the newest installment of Resident Evil, one of the world\\\'s best known and loved video game franchises, with a campaign true to the game\\\'s frightening and unexpected story line.
Idea: Mango devised a comprehensive campaign based on an extensive social media audit, comprising of traditional media relations, promotions, review strategy, trade engagement and one very scary photo call – a zombie flash mob in central Sydney to coincide with the Friday 13th launch. Mango activated fans of the series and general gamers through flash mob websites, Facebook and online Zombie fan sites to come and join the fun in their best zombie gear.
Impact: Not only did the Resident Evil campaign achieved outstanding cut through, Mango fulfilled the wider brief; to bring video games out of the games pages and into mainstream news. The campaign reached over ten million people through social networking sites and a further eight million through traditional media including pieces in The Sun Herald, The Herald Sun, Daily Telegraph, Inside Sport , Sydney Morning Herald, People Magazine and 3D World. In 2009, the Resident Evil campaign won Mango a PRIA Golden Target Award (highly commended) for special event.
