Germany   |  2022

NYX Marketing & Communication Awards (Marcom) Gold Winner Winner

Dead by Daylight: Resident Evil & Free Weekend Campaign

Entrant Company

attract mode GmbH

Category

Advertising

Client's Name

Behavior Interactive

Sub-Category

Online AD (Campaign)

Experience Level

Agency

In March 2021, attract mode won the pitch for the biggest marketing campaign Behaviour Interactive had ever commissioned. The goal was to deliver a ROAS and ROI positive campaign across platforms and markets, focused on USA, Canada, UK, Germany, France, and Japan. The campaign was split into two parts: Part 1. launched on June 15, 2021, advertising the Dead by Daylight collaboration with the Resident Evil franchise. The campaign featured iconic Resident Evil characters as Dead by Daylight survivors, as well as the legendary monster Nemesis, which players could actively control as the killer in Dead by Daylight. Part 2. launched on July 7, 2021, promoted the Dead by Daylight Free Weekend, which gave millions of new gamers across the globe free access to experience Dead by Daylight for the first time. The programmatic full-funnel campaign was flanked by an influencer marketing push in the United States and Germany. We worked with 112 Twitch Streamers and YouTubers from the US and DE in total, 24 selected from our top list and additional support from 88 smaller streamers. We segmented creators in FPS and Horror affinity and achieved a high average watch time and superior engagement quality. We executed the campaign in strong collaboration with Behavior Interactive and our advertising partners. We hit or exceeded the forecasted KPIs, including a double-digit awareness boost for Dead by Daylight in all key markets.


Credits

Managing Director / attract mode GmbH
Matthias Wehner
Managing Director / attract mode GmbH
Stefan Wehler
2022
Netherlands
gold
winner

Entrant Company

Doop

Sub Category

PR Campaign

2022
United States
gold
winner

Entrant Company

Morris Animal Foundation

Sub Category

Annual Report

2022
United Kingdom
gold
winner

Entrant Company

Gravity Global

Sub Category

B2B Branded Content Campaign (NEW)

2022
United States
gold
winner

Entrant Company

Agency Guacamole

Sub Category

Influencer Marketing (NEW)