Real-time eulogies for in-game deaths. 

On the day of Diablo IV’s launch, we needed to signal-boost gameplay so it spread throughout social, culture and media. We knew that the vast majority of players wouldn’t get anywhere close to beating the game, but they would be dying. Over and over. With fans being hyper competitive (even in death) we offered up a way to give their gruesome ends the internet clout they desired so badly — real world, real time, personal eulogies read by the blood queen herself: Megan Fox. This unique campaign created huge social and media buzz by leveraging the one thing every player had in common on launch day: dying in a pool of blood.