Marketing Campaigns
“Eat Your Heart Out” Activation
We sent chocolate hearts to key influencers for Valentine’s Day and published a compilation of their reactions. Realism was key, as it fits the Diablo brand and eating a heart was a direct callback to a Vessel of Hatred story beat.
The realistic-looking hearts were made of milk chocolate by the UK based Edible Museum and sent to recipients in Europe and North America.
Diablo Cookbook Promotion
This short video series was published on YouTube, Instagram, TikTok, Facebook, and Twitter for the Thanksgiving promotion of the official Diablo cookbook. I tagged along for a content shoot to capture stills for and provided creative feedback on thumbnails, then organized the publishing rollout.
SlayPals Ad Parody Earned Media Campaign
All-new mercenaries became available to unlock with the launch of Diablo IV's latest expansion Vessel of Hatred, so the digital marketing team devised an earned media campaign to garner the attention of both our target and affinity audiences through nostalgia.
Outlets that did a write-up included Ad Age, Wowhead, and IGN.
I handled vendor contracts, organized publishing rollout, and assisted with creative production and feedback across ideation, agency/pitch/casting selection, logos/end cards, edit reviews, and merch.
I also took hero and behind-the-scenes photos which appeared in official Diablo social posts, press releases, and content review decks.
Portal to Gamescom Contest
We ran a two-week contest for user-generated content to build our Instagram audience (+XX followers).
I ensured the contest announcement made its way in-game by rounding up the creative assets and copy messaging for localizing - I even got to create the portal icon that was used in the News Feed.
Live Action Mini Documentary
Who doesn’t love a BTS content piece? We gathered and presented some of the individual components that made the Diablo franchise come to life for the Vessel of Hatred expansion launch trailer.
I helped with the pre-production for the content team, put together the shot list for behind-the-scenes capture in Thailand, gave creative feedback during edit reviews, and organized the publishing rollout of the final cut with various stakeholders.
Social-First Game Announcement
Diablo IV participated in Blizzard’s first-ever Xbox Showcase to debut its first expansion’s launch trailer, announce its launch date, and the addition of Pets.
We took a social-first approach with the viral dancing Shiba named Winnie across Instagram Reels, TikTok, YouTube, Facebook, and Twitter. These are still among my favorite assets produced and published while working on Diablo content.
“Duriel’s Offering” Charity Campaign
Our team crafted an incredibly Diablo-coded Earth Day campaign, using Duriel the Maggot King as our spokesperson to provide food for adorably disgruntled birds in need. We teamed up with St. Tiggywinkles, a renowned British Wildlife Hospital, and were able to offer 30 million maggots (about 2+ years worth!) to the avian residents of their sanctuary.
We spun this up from concept to pitch to execution in 2 weeks and were finalists in 8 Shorty Impact Awards categories, receiving 3 Golds, 3 Silvers, and 3 Audience Honors.
I helped coordinate signal boosting across in-game messaging and with our partners at Xbox, and supported the production of 37 assets (reactive copy and creative) published to our Twitter (formerly X) thread in real-time.
Press coverage included Xbox Wire, Dot Esports, PC Gamer, GamesRadar+, and GameSpot.
