Capcom, a leader in the video gaming business, had just launched Resident Evil® 5 (RE5), the newest release of one of the business's most valuable game franchises. RE5, a strong advantage with an ardent fan base, had warranted the use of an online viral, or word-of-mouth (WOM), effort for its global game launch.
Despite the fact that proper media for the RE5 launch and the creative work had been planned, Fowler was also interested in measuring the potency of the effort to better serve his client. Before, measuring WOM was not nearly possible. Fowler and his team had worked with Meteor to carry out several campaigns for other customers, however he had never implemented Meteor tools on this type of large scale.
Fowler knew Capcom would want to hear specific WOM figures. Had the Meteor tools supplied advice that is actionable and complete, or was more work needed before these alternatives may be widely used in advertising?
PUBLICATION DATE: February 01, 2011 PRODUCT #: KEL548-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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