Launching Diablo IV with Impactful Marketing

For the highly anticipated launch of Diablo IV, Activision Blizzard partnered with Studio CO2, MSM.digital and, Insight to execute a groundbreaking communication strategy. The campaign combined premium influencer content with an eye-catching out-of-home (OOH) installation – a dramatic, bleeding statue of the game’s antagonist, Lilith, prominently displayed in the heart of Berlin.

Targeting Audiences Online and Offline

This multifaceted campaign leveraged the strengths of several 1SP agencies, blending online influencer marketing with innovative guerilla marketing tactics. The real-life Lilith statue drew significant attention both in-person and on social media, ensuring Diablo IV was front and center in the minds of gaming enthusiasts and the broader public.

Results and Financial Success

As a flagship project for one of the world’s leading game publishers, the Diablo IV launch campaign achieved impressive financial results. The combined efforts of influencer partnerships and impactful real-world installations ensured comprehensive audience engagement and coverage, solidifying Diablo IV's position as one of the most talked-about game releases of the year.