Sinfluencers
background
Diablo IV is set to launch in 2023, bringing the darkest, most epic Hell atmosphere into the modern gameplay experience.
brief
Our task was to create a standout idea for a Diablo IV launch activation and attract Gen Z gamers with a low familiarity of the franchise.
We needed to reach young people who pride themselves on their edgy, nonconformist personas and love being into things that shock «polity society»
insight:
All sinners go to Hell.
idea:
To send more young souls into Diablo IV’s Hell, we made Gen Z sinners into our influencers.
Or rather… sinfluencers.
How?
We caught them in the act…
…using sinful websites and services.
And analyzed their posts on social media then left custom-tailored comments from Diablo underneath.
All banners and links took the sinners straight to Hell — a special webpage that tracked where each sinner came from.
And rated their sins, generating a «What’s trending in hell» list in real-time.
More importantly, the page offered sinners to strike a deal with Diablo: they agreed to bring Hell to their social profiles, sinfluencing others to join the game, and in exchange got early access to Diablo IV.
The campaign spawned a self-perpetuating community of rebellious zoomers using an unconventional, edgy mechanic.
It generated lots of social media buzz and got people to promote Diablo IV by simply acknowledging that they revel in their sinful lifestyle.
Because Hell is always waiting for its sinners. Maybe you’re one of us?
