Over 10,000 user-generated zombies released across the internet in an innovative online competition.Creative:Microsite – competition entry point, with repeat visits encouraged in order to increase chances of winning. Prominent call to action to purchase DVD.Pre-advertising - Eye catching creative with strong call to action to visit microsite.Launch day takeover ad placements – Resident Evil takes over Internet.HTML emails to update players of status throughout campaign.Communications:Targeted social media campaign including forum and social network seeding and blog liaison.Press release distributed to all trade and online press contacts.