Dead Island; Effective Social Media
Firework displays will illuminate the skies tomorrow while gamers’ screens are lit up by the new zombie video game, Dead Island, which was at the centre of this year’s most talked about and effective video game trailer.
This year, the first trailer for Dead Island caused a stir on the web: The story, told in reverse, of the death of a young girl, through a zombie attack and her parents’ attempt to save her life. The trailer was jaw dropping, raw with emotion, and captured the eyes of millions (over 1 million in the first 24 hours alone) around the world.
Publishers of the game didn’t expect the trailer to receive such a following and coverage through social media channel YouTube. The shocking yet realistic images made entertaining visuals coupled with a gripping soundtrack and daring concept, leaving viewers wanting more and gamers anticipating the release.
The brand used a concept many would be aware of combined with compelling music to create an emotional connection with the viewer. It is no surprise that the original video has had nearly 8 million hits and inspired makers to release other versions. The musical accompaniment proved to be such a hit that the artist gave permission for its release and download on iTunes.
Some critics were worried that the game wouldn’t live up to all its hype but recently this rumor has been squashed as Dead Island entered in at No.1 in the UK Video Game Chart managing to beat off competition and maintain its popularity. Deep Silver used a marketing company to create the initial teaser trailer which was amplified through various social media channels.
The success in the US has sparked a bidding war amongst Hollywood studios eager to get their hands on adaptation rights. Lionsgate recently announced their acquisition of film rights, which they hope to expand to a potential franchise, and had the following to say:
“This is exactly the type of property we’re looking to adapt at Lionsgate: it’s sophisticated, edgy, and a true elevation of a genre that we know and love. It also has built in brand recognition around the world, and franchise potential.”
What a great example of how social media can benefit your brand and getting the right connection with your target market can provide endless opportunities! Maybe this footage could be a contender for Youtube’s Ad of the Year?