Based on the popular videogame series, 'Resident Evil: Extinction' stars Milla Jovovich, who returns for the third time as Alice, battling again to defeat the Umbrella Corporation and eliminate the deadly virus that threatens to make every human being one of the undead.
The campaign, created by Greenroom Digital, drives traffic to a 'Resident Evil: Extinction ' where visitors can create their own zombie avatar, which they can personalise by uploading a photo and "zombifying" it.
The avatars are placed in an infected zombie pen on the microsite where users can strengthen their characters by feeding and exercising them.
Users will battle to survive an online zombie cull with the last character standing winning a high definition home entertainment system.
There is a countdown clock to 9am on February 18, the release date for the DVD, at which time all zombies will be released into the homepage ads on sites including FHM, Kerrang!, Empire, NME, Nuts and Games Radar.
Users will be notified by email as to what site their zombie is on and within that site their zombie can roam from one advertising format to another.
Throughout the day, Alice, the lead character in 'Resident Evil:Extinction', will kill off zombie avatars at random but those who have strengthened their character will have a greater chance of survival.
Email updates will be sent out to all contestants letting them know the current location of Alice and notifying users if they are killed off.
The progress of the zombie avatars will be published on the microsite, with the eventual winner crowned at the end of the day.
Kate Dauman, senior account manager for Sony Pictures at Greenroom Digital, said: "By allowing the user to strengthen their zombie leading up to the launch day, we have enhanced the experience, making it not just about an appealing competition but a truly interactive game.
"Having the final battle take place within advertising formats across a number of sites is a unique concept and we are working closely with the sites and the ad server on the media first."
The latest film follows 2002's 'Resident Evil' and 2004's 'Resident Evil: Apocalypse'.