![]() Screenshot of the apeculiardoll.house website On April 28, u/VillageConnoisseur posted a message and graphic instructing to "wait until Friday". That combined with the hint it originates from Reddit, the Reddit profile "u/VillageConnoisseur" was discovered which hosted a post containing the same video. The first letter of each location was used to spell out "uvillageconnoisseur". The numbers spoken were used as coordinates to locate towns and buildings. VillageConnoisseur - First Video Solution Although the puzzles were intended to be solved in 24 hours, Nomadic underestimated community collaboration in puzzle-solving, posting solutions to social media within a few hours of uploading later puzzles had to be made harder to compensate. Each daily puzzle would reward players with a scrap of paper, and on the final day they would place these papers on top of a crossword puzzle to reveal a hidden message. This backstory was completely original as necessity due to the disparity between the Japanese dev team and Inoue himself who was based in California. The general concept of the ARG was that fans on Reddit were in receipt of information obtained on the village, which they had to decipher through puzzle-solving that would encourage community collaboration on social media. ![]() They further contracted Dog Tale Media to handle Reddit posting through the u/VillageConnoisseur account, with Marie Lamb turning the fictional Redditer into a character rather than a simple marketing piece. In the lead-up to the game's release, Nomadic collaborated with the r/residentevil subreddit to host their ARG, bringing attention to its community who were already speculating on the game's content. Inoue believed that getting popular fans on board was important, as they would be seen as "opinion leaders" in the community. The Nomadic Agency was contracted to produce an engaging marketing campaign, and sought to produce an ARG to drive interest in the game. The initial pitch for what became "The Merchant's Quest" came from Tak Inoue, Capcom's head of brand marketing, who felt the ongoing Coronavirus pandemic was restricting Capcom's ability to engage with fans and receive feedback, which traditionally was obtained at the Capcom booth at game shows. A making-of video produced after the event. ![]()
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