‘Diablo 4’s’ Billboard Ad Becomes 'Real as Hell' as New York City Sky Turns Fittingly Red | “Perfect Timing”
Diablo 4 needs no introduction. The Blizzard ARPG game has left no stone unturned in marketing its latest installment. The newest franchise has been quite successful among its players who got early access after a few days of launch. The creators want the game to stand out from its predecessors.
Blizzard had been pushing the advertisements all over the world. Plenty of social media influencers created content around the latest installment which boosted the game's marketing. Critics have also praised the new title. The developers roped in Megan Fox, creating campaigns where players play to their deaths and Fox could read an eulogy for the fallen warriors. One advert aced the marketing game for Diablo 4 but the timing was not correct. Nonetheless, it worked for the game's visibility amongst the netizens. An enormous billboard was displayed in New York City, complete with the Mother herself, Lilith.
Ehh.. that's not an ad. It's a service announcement. pic.twitter.com/XGiZdyLwIt— BrightScroll (@brightscroll) June 8, 2023
It was a regular billboard until the sky began to turn ghastly red, mirroring Lilith's invitation on the poster that said, "Welcome to Hell." The entire atmosphere felt like a scene from the gaming series as if Lilith transcended the evil spirits on earth to align with the game's plot.
But the fact was rather tragic. The 'red' sky that symbolized hell in Diablo 4's poster accidentally resembled the New York sky at that time as the city was witnessing thick clouds of smoke due to the wildfires raging in Canada. Nonetheless, it went in Diablo 4's favor as netizens initially thought the game developers ominously created the "hell of a scene" around the game's billboard.
Talk about marketing— The Massian Agency (@MassianAgency) June 8, 2023
Naturally, social media users couldn't resist creating a comedy in this "hell of a coincidence." Multiple users threw satire on Blizzard's marketing strategy after seeing the lengths they would go to promote their new launch. A Twitter user, @dougboneparth quipped, "The perfect ad doesn't exist." @dougboneparth posted the billboard photo surrounded by a bloody hell-red sky and the post gained 4 million views and thousands of hilarious comments.@BullandBaird exclaimed, "That's actually unbelievable." Indeed, it was incredible. @Slomins added, "When advertising is too real." @Coypeterman affirmed, "Perfect timing." Another user, @alifarhat79 declared, "Marketing team should be able to retire after this." Haha! We second that. It is just too unrealistic to believe.
Devil's in the Details— Ralynn (@Ralynn97966097) June 7, 2023
However, the video game company Activision Blizzard's executive, Lulu Cheng Meservey, has also given a statement on social media, "I would like to clarify that Blizzard has no affiliation or partnership with the wildfires in Canada. In fact, we are firmly against wildfires and condemn them in the strongest terms." She is the EVP of Corporate Affairs and CCO at Activision Blizzard. But netizens didn't stop after the statement. One Twitter user, @gimikd questioned, "Are you sure?" LOL! @NerdyMartin commented, "That is some timing, LOL. What a bummer." Unlike its predecessors, Diablo 4 will be the first live-service game from launch, hosting a seasonal system that will encourage players to return after completing the main game.
I would like to clarify that Blizzard has no affiliation or partnership with the wildfires in Canada. In fact we are firmly against wildfires and condemn them in the strongest terms. https://t.co/xf3zHRInks— Lulu Cheng Meservey (@lulumeservey) June 7, 2023
The perfect ad doesn’t exist… pic.twitter.com/TBofT0VdjR— Douglas A. Boneparth (@dougboneparth) June 7, 2023