Devil May Cry

A video-led strategy lead to +10M impressions.

The Challenge

Powerphyll lead the strategy and media placement for the lauded video game series, Devil May Cry. Described by Capcom as the first installment to “debut in the current generation,” we partnered with Rooster Teeth Productions to build excitement for its release.

The Strategy

The team of Rooster Teeth’s web series, Master and Apprentice, created a prop of the Devil Sword Dante, a well-known tool used within the video game. This custom Master and Apprentice Video garnered positive reactions and favorable reception among fans.

The Results

The media strategy was built to connect with new fans and engage with existing ones. The video racked up over 733k views on YouTube, 458k video views across social media, over 10M cumulative impressions. The video also reached the coveted number one featured post spot on Reddit—an excellent boost to awareness and a way to connect with existing fans. The campaign performed with an Engagement Rate of 4.61% with 3k likes, 961 comments, and 492 shares and retweets.