The combination of the mobile and social elements with active, rich media-type ads has been key to getting fans participating with the content, he noted. Working with media buying agency Mindshare, Capcom was able to leverage mobile advertising company Celtra’s AdCreator 3 platform that focuses on providing a rich media experience as part of social media ads.
“The main goal was engagement,” Brown added. “On any of these social platforms, it’s always about engagement and the best way to do that is asking the users to get involved with the narrative. [For results], we are looking at engagement, first of all, then we looked at video views and then driving to retail.”
This campaign for Devil May Cry is the first mobile rich media execution on Twitter from Celtra and the first time the company has combined Facebook and Twitter in this type of social rich media program.
“The success of this combined Twitter and Facebook rich media campaign means brands now really enjoy the network effect benefits of targeting and quickly converting a much broader audience by becoming part of their trusted social circles,” said Jonathan Milne, general manager of Europe for Celtra, in a statement about the campaign.
“All of our major brands have their respective Facebook, Twitter, and YouTube accounts and that’s something we’ve put a lot of focus over the previous 12 months,” Brown said. “Looking forward, like many brands, we’ve got a huge eye on mobile and monitoring how and where our audience uses this type of media. What we’re focusing on now is making sure that everything we do is responsive to mobile on a social environment.”