Blizzard Entertainment: Diablo IV
Launching a moment years in the making
For over four years, anticipation for the launch of Diablo IV built. Blizzard Entertainment’s blockbuster fantasy franchise promised a return to its darkest roots, delivering its richest story yet with the infamous demon Lilith at the centre.
Fans worldwide counted down the days. With this level of expectation, the launch demanded a response as epic and unforgettable as the world they’d created, one that unleashed Lilith’s presence on a truly global scale.
Brand Strategy
Blizzard’s vision is to create legendary experiences for all to share. With Diablo IV, gameplay delivered on that ambition, so the launch had to match, bringing the game into the real world. The strategy was all about scale, spectacle and immersion, leaving no doubt that a new era of Diablo had begun.
Creative Concept
Lilith’s terror made the leap from screen to street. Giant 3D billboards in Las Vegas, New York, and Seoul became portals to hell, complete with maintenance workers snatched by demonic forces in next-level anamorphic illusions. The creative dissolved the fourth wall, thrilling passers-by and capturing the atmosphere that defines Diablo IV.
Impact
The global campaign for Diablo IV contributed to the best launch in Blizzard’s history with $666 million in revenue, equivalent to the biggest cinematic opening weeks of the year. Players have already spent over 276 million hours in the game, making it Blizzard Entertainment’s best-selling and most-played game.
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