The cell phone web site was based on the fast raising cell phone site which was achieving 1 million Page Views per month, known as Kao-Cheki. We announced this campaign through the popular web site such as Yahoo! and other blogs. On the PC campaign website, we made a map which zombie photos were plotted, and people could send the zombie images by e-mail. People could also exchange their photos in the most popular SNS site in Japan. We also made a short movie named “What if the biohazard happened in Tokyo?” and posted it on you-tube. After creating this buzz through our website, we broadcasted the TV program, with the same theme and title as the short movie. By letting people experience all these activities, we effectively spread the idea of the movie, of a fast-paced survival adventure in a world quickly filling up with zombies.

Even though the total cost of this promotion was only fabrication cost, 3000 thousand yen, during this one-month campaign, about 2 million people accessed the site and experienced this campaign. The box office proceeds were 3.5 billion yen which were the largest for the entire Resident Evil series.