Dead by Daylight: Resident Evil & Free Weekend Campaign

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.