Earn the franchise faithful.
Identify longtime Resident Evil creators who would treat the remake as an event — the voices their audience trusts when they say “this one’s worth your time.” Brief them, hand over the demo, get out of the way.
Gaming · 2023
Driving downloads for the free demo — an earned-first creator wall built from horror fans and longtime RE devotees.
Creator MarketingMedia PlanningTwitch & YouTubePaid & Earned
Scroll for the story
Drive demo downloads — before the game even ships.
Capcom Germany called on us to drive downloads for the free demo of the Resident Evil 4 Remake ahead of release. The window was tight; the audience, vocal and divided between horror-game enthusiasts and longtime RE devotees who had been waiting for this remake for years.
We deployed our established earned-first approach — building a creator wall that led with credible voices already steeped in the franchise, then layered paid feature placements on top to guarantee scale in the pre-launch window.
The result was an organic-feeling, multi-platform broadcast moment that turned a free demo into a cultural waypoint on the road to launch.
Three moves, one programme.
ApproachExtend into horror.
Map the broader horror-game audience and layer in creators whose channels live on jump-scare reactions and survival tension — new entry points that pulled non-RE viewers into the conversation.
Anchor with paid feature streams.
Place paid features at top-of-funnel moments — release week, post-State-of-Play, weekend prime time — to guarantee scale where the earned wall would otherwise have gaps.
One demo. One market. A creator wall sized for launch.
36
Creators activated
23 earned · 13 paid
23 earned · 13 paid
49
Pieces of content
27 streams · 22 videos
27 streams · 22 videos
403K
VOD views
across YouTube & Twitch
across YouTube & Twitch
24K
Twitch concurrent
viewer peak
viewer peak
16.5K
Engagements
across the broadcast wall
across the broadcast wall
Audiences we mapped.
- 01Longtime Resident Evil fans
- 02Horror-game enthusiasts
- 03Survival & action-adventure players
- 04Capcom catalogue followers
An earned-first wall of trusted RE voices, anchored by paid feature streams — the demo turned into a cultural moment on the road to release.
— Campaign summary