Diablo IV: Hell has an Upside
The Objective: Using a standout idea, excite both non-players and seasoned Diablo gamers about Diablo IV by reestablishing Diablo’s position as one of the greatest gaming franchises of all time.
The Idea: The campaign emphasizes that the coolest people are in hell (like all of your friends). Diablo IV makes Hell a place on earth where you’ll want to stay. Why? Because Hell is actually pretty awesome.
Roles: Copywriter: Carolyn Casper, Art Director: Nupur Chowdhury
Executions: Social, OOH, Landing Page, Experiential.
Diablo IV Case Study
Hellfest Partnership
Diablo IV is partnering with one of Europe’s largest music festivals to generate awareness for Diablo IV. Everyone knows that heavy metal is the devil’s music, and Diablo IV is taking the opportunity to embrace it.
We’re showing people that while Diablo IV will take a player to hell and back, they’ll actually enjoy the time there.
Snapchat Execution
In an experiential snapchat execution, both longtime Diablo fans and Snapchat users looking to have some fun with friends find themselves entangled in a hunt for the same gems they’ll see in Diablo IV. Collect all 13 gems and you’ll be entered in a lottery to win VIP tickets to Hellfest and airfare. Happy hunting!
Landing Page
