Cannes Lions

Diablo Summoner

CPB, Sao Paulo / BLIZZARD ENTERTAINMENT / 2023

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Overview

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Credits

Overview

Background

Diablo is one of the most successful franchises in video game history. And after 10 years without any new title, Blizzard is about to release the next one: Diablo Immortal, the first of the series for mobile. Our challenge was to make an infernal launch, considering the objective of taking millions of Diablo fans and gamers to hell.

Idea

Such an evil game shouldn't be downloaded from the cloud, it should be summoned straight from hell. Then we created the first ever ritual to summon a game into smartphones, just by scanning any pentagram on the Earth.

Strategy

We created an easier way to get a mobile game at its launch. And our strategy is for those who have guts, and our target does have: millions of Diablo fans eager for a new release. In order to approach our public, we used a symbol that draws attention and fear. And that's perfect, our target is looking forward to meeting the Dark Lord.

Execution

We built an A.I. from scratch, capable of reading the universal symbol of darkness. All you had to do: find one or draw your pentagram, and scan it to get the app straight from hell. Now, every smartphone has the power to summon evil.

6 days, 6 hours and 6 minutes before the official release, we launched a horror film full of satanic rituals and creepy pentagrams. Our trailer premiered during the livestreams of top gaming influencers, causing "what the hell" reactions and getting people engaged to summon the devil using our webapp.

Outcome

+30 million installs

#1 game in App Store during the release week.

Most successful release in franchise history.

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