After a decade, Diablo was finally set to release their newest game in June 2023: Diablo IV. Leading up to the momentous event, we created a series of campaigns to build hype and excitement among existing and new fans alike. In the end, due to our efforts, Diablo IV became Blizzard’s fastest selling game of all time.
Creative Agency: VCCP
Diablo
DIV Launch Campaign
Open Beta:
Thumbtack Collab
When Diablo released their Open Beta, our challenge was simple: get people to play. In partnership with Thumbtack, we created the social campaign #DiabloIVtheWeekend. All fans had to do was tweet their chores for the weekend using our hashtag, and we’d send a Thumbtack to get their duties done so they could spend their time playing Diablo IV instead. In the end, we had thousands of entries and 130 total winners.
Launch:
Megan Fox Roasts
In Diablo IV, one thing is for certain: there’s going to be a lot of death. That’s why for launch we decided to collaborate with the dark queen herself Megan Fox to execute #DiabloDeaths. To participate, we asked gamers to post their best in-game death to Twitter for a chance to be eulogized by Megan. Turns out, everyone loves a good roast; we even caught the attention of gaming influencers like Dr. Lupo, Towelliee, wudijo, and Rhykker, which further amplified our efforts.
Sustain:
Nightmare Fuel
Now that we launched DIV, our hellish ideas were over, right? Wrong. Diablo is the brand that keeps you guessing which dark surprise is next and for Halloween, we were determined to go further than ever before. Working with dream expert Dr. Leslie Ellis, we created an 8-hour experience to fuel nightmares. Why? We discovered with Dr. Ellis that we could not only induce lucid, Diablo-themed dreams, but we could also give dreamers the tools to master them. Therefore, those brave enough to try our experiment could unlock the power to conquer DIV demons.
The Finale
For our final act, we gave one last challenge: reach level 100 on Hardcore mode, and you’ll be immortalized forever. Behind the scenes, we went to work building a 20 foot statue of Lilith and carefully carved in the names of 1,000 brave souls who beat her. This statue now stands tall on Blizzard’s campus in Irvine, CA.