Diablo IV
Diablo IV
Category
360 Campaign
Copywriter
Claire Mirsky
Challenge
Launch Diabo IV with a campaign that breaks through culture, reaches Gen Z ARPG/RPG players and reestablishes Diablo's position as one of the greatest gaming franchises of all time.
Concept
Turn the baddest boss in the game, Lilith, into an evil influencer who hacks the algorithm and makes an appearance at the E3 gaming convention to promote the release of Diablo IV. The human form of Lilith was created with Mid Journey AI.
Social
Lilith takes over Diablo’s TikTok account to gain dark followers.
Out of home
Once Lilith has made her online presence known, she’ll arrive in LA a few weeks before E3 with a series of stunts.
e3 gaming convention
Outside the expo, religious protesters will warn of Lilith’s evil plans.
Once the expo is well underway, Lilith will hack the main keynote stream and send out a code for early access to Diablo IV.