Shaking things up with demon delight
Partners
Platforms
Deliveries
867
Trends
#4 US
Background
In Diablo IV, the fourth installment of the popular role-playing game series, the war between the high heavens and burning hells wages on. Open-world gameplay, character customization, and demon carnage await fans as they immerse themselves in the world of Sanctuary. Blizzard Entertainment summoned us to raise hellfire and bring the game to life for fans nationwide — driving social excitement around its release with real time demon delight.
Oh yeah- that's demon meat! #DemonMeatShake #Diablo4
Our solution
We created a bloodbath of engagement and awareness around the release of Diablo IV through a social giveaway rewarding fans with a taste of the Butcher's Special. Fans in Los Angeles, New York City, and Chicago markets engaged with @Diablo by tweeting #DemonMeatShake to enter to win a 100% Vegan Demon Meat Shake. Inspiration for the shake comes from the billions of demons slaughtered in Diablo IV Beta. Embalmed ghoul brains, grinded goatmen hooves, and unfiltered fallen blood were just some of the ingredients muddled together to make this savory concoction. Demon meat shakes were delivered on demand to fans within one hour of social participation so they could enjoy a true act of culinary treason at top-quality freshness.
Highlights
- Fan anticipation incentivized over 6K fans to sign up for the campaign in advance - Created the first-ever custom meat shake recipe - Fan excitement drove #DemonMeatShake to organically trend #4 trend in the US
Let's chat
We’re excited to hear about your team’s upcoming promotions, gifting, and eCommerce needs.