CLIENT: DIABLO

ART DIRECTOR: MATT DEMILNER

After over a decade of lying dormant, waiting for the perfect moment to strike, it was time for Diablo to launch their new title. This game was hotly anticipated and, as previous installments had generated ire from the gaming community, it had to be big. Months before the official launch, the game released a beta version for gamers to test and find any last minute holes. Knowing we needed as many participants as possible to perfect the game, we created a program that made it as easy as possible to join the beta. Rotting gutters and your pesky toddler could wait — there was work to do in Sanctuary.

Launch post on Twitter:

Launch video:

Shockingly, people loved the idea of shirking their duties and rotting in their computer chair all weekend (I know I do!). The response was swift and enthusiastic:

We ended up with over 2,000 responses and had to limit the amount of chore minions we dispatched before the company went under. But, using assets from the launch video shoot, we kept engagement active and ended the weekend with a successful beta trial heading into the big launch.

Check out our launch day activation featuring Megan Fox here.