Our challenge was to produce an online marketing campaign to promote the release of Resident Evil 4 on the Nintendo Gamecube and PlayStation2. We had clear objectives to raise awareness of the title, generate ‘word of mouse’ across Europe’s gaming community and drive membership of the Capcom Europe mailing list.We produced an interactive version of the game trailer which featured exclusive footage and media downloads. This was supported by an original on-line game - a simple navigation concept, which combined a wry sense of humour with simple and highly addictive game-play, which drove traffic to the RE4 mailing list.