Sony: Evil Comes Home

Sony, the corporation active in categories including electronics, music and film, targeted enthusiasts of the Resident Evil computer game franchise with relevant content in the right channels at the right time to increase brand awareness, engagement, loyalty enrollment and total captured revenue in the US.

Agency: Merkle

Objectives

Sony looked to brand drive engagement and sales of Sony products based on a prospect's product/service propensity.

Strategy

By targeting a group identified as having a propensity to buy Sony products, we knew we'd have a more engaged audience. We also knew that within this group, there'd be a host of entertainment enthusiasts - some of which were likely to be Resident Evil franchise fans.

Our strategy was to target these enthusiasts by teasing new and engaging content. Once captured, we'd give them a fun, simple way to uncover that content, interact with the brand and...

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