Diablo IV Campaign
Team Members: Zhenzhuo (Q) Qiu
Developed by Blizzard in 1997, Diablo is an action role-playing game (ARPG) of good versus evil in Sanctuary's dark fantasy world. Diablo is considered by many to be among the greatest games of all time and has spawned two premium sequels: Diablo II in 2000 and Diablo III in 2012. In addition, the first mobile entry in the franchise, Diablo Immortal, was released in June, becoming the biggest launch in franchise history with over 30M downloads in 2 months.
Diablo IV is set to launch in 2023 and will take up the mantle on console and PC, bringing the darkest, most epic story to players with an entirely modern gameplay experience.
The franchise's last PC installment was launched ten years ago, in 2012. While it was a huge success, the competitive space has grown extremely crowded; many of the game features that set Diablo apart are now considered genre standards and expected by ARPG players. Additionally, Diablo's relevance in culture must reemerge, as the younger generation of console players aren't as familiar with the franchise as our core audience.
Through a series of gamification experience, we want to create a viral campaign to launch Diablo IV.
HELL WELCOMES ALL
The website provides a test on people’s knowledge of the world of Diablo. People who complete the test will have the opportunity of winning tickets to the launching event of Diablo, which will take place at the Darvaza gas crater at Darvaza Turkmenistan, a famous tourist attraction also known as the Door to Hell or Gates of Hell. A giant floating apparatus and pop-up galleries will be a good option to recreate the famous ending scene of the trailer, which is the birth of Lilith.
“The Gates of Hell.”
The Darvaza gas crater at Darvaza Turkmenistan.
“The Birth of Lilith.”
Concept screenshot of the teaser from Diablo IV.
As you can see, I combined the gate and the birth of Lilith to present the conceptual idea and set as the landing page of the Diablo IV official website.
We will also post Tik-Tok Cosplay Challenges like #Lightsaber Transformation Challenge before to get more media attention and hit from the Internet to warm up for the launch of the game. The top 5 best coser which are voted by people on social media will receive an invitation to the event site to celebrate with Billizard and witness the launch of Diablo IV.