More than 8 years in the making, Diablo IV was one of the most anticipated game launches in 2023. We knew that there would be millions of people dying in the game on launch day, so we created a social-first campaign that honored the fallen as they deserved. Players submitted their most epic in-game deaths on 6.6.23 with #DiabloDeaths on social in exchange for a eulogy from Megan Fox.
We enjoyed quite the global reception on launch day as rivers ran red in Sanctuary. Diablo IV quickly became the fasting selling Blizzard game of all time and one of the most successful game launches in history.
14.4M views on TikTok, 36M impressions across platforms, 400k engagement across all channels.
In addition to our eulogy campaign, we also challenged Diablo’s most hardcore gamers by giving them a spot on a Lilith statue if they beat the game in hardcore mode. More than 1,300 gamers names now live eternally on a statue on the Blizzard campus.
Role: Art Director | CD: Geoff Vreeken | CW: Caroline Johnson, Pete Fetterling
Director: Hal Kirkland, Unit9
We built a statue to honor the hardcore players and the Mother of Sanctuary herself, that now lives on the Blizzard campus in Irvine.
