How do you get gamers talking about Diablo IV: Vessel of Hatred? You set a demon loose in Manhattan to hand out toxic flowers, of course.
the promo
To generate awareness of the launch, Diablo released a set of teasers featuring corrupted bouquets that users can send to their archnemesis.
THE EXPERIENCE
vasesofhatred.com became the world's first corrupted flower delivery service—perfect for your ex, boss, gaming rival, HOA president...and anyone else who deserves less-than-friendly florals.
Users sent their enemy a bouquet of real, toxic flowers, or a digital card with a poem proclaiming their hatred.
Each hand-delivered vase featured a poem of hatred written for its recipient.
THE STUNT
From the Nahantu jungle to the concrete jungle, the Acolyte of Hatred pulled his otherworldly cart of corruption through the streets of Manhattan, dripping of ichor and filled with prickly black thistles.
Handing out thorny and wicked thistle stems to each person they crossed, he spread not only hatred, but a QR code that drove traffic to the online campaign.
THE SOCIAL
Spread evil on social? I thought you’d never ask.
@whatisnewyork COLLAB
Who better to show off the fearsome demon’s floral delivery than What Is New York?
I created these posts on site for rapid release of content during the stunt to generate awareness.
Diablo officially declared Times Square as hell on earth.
Someone hated the vase so much they relisted it on eBay.
Elmo sent a vase to his sworn enemy, Rocco. IYKYK.
When the vases sold out in 24 hours, hatred poured out in response. Just as we wanted.
THE RESPONSE
The vases sold out within hours. Hailed by trolls and embraced by twisted souls lurking in the shadows of social media.
I filmed the live activation, edited social posts and video PR responses, and ideated social copy and posts for this campaign.
Creative Directors: Gianmaria Schonlieb, Amy Finn-Welch, Sandra Jurado
Creative Team: Brian Marcolini, Joe Meier, Qendrim Hoti
Design: Brent Bobo, Aarman Roy
Strategy: Joe Day, Lily Gorman
Production Team: Jessi Aylward, Erica Grubman
Experiential Partner: Tool of North America
Agency: Mojo Supermarket