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.

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