Blizzard Entertainment’s marketing strategy for their upcoming Diablo IV game demonstrates pure brilliance and savvy creativity.
As wildfires rage in New York City during a record hot summer with smoke obscuring the skies, Blizzard has placed massive banners with the slogan “Welcome to Hell, New York” in prominent locations across the city.
The connection to Diablo’s hellish backdrop and New Yorker’s literal experience of “hell” could not be more perfect.
As residents complain about the thick red smoke covering the city, Blizzard’s ad hangs above the chaos reminding New Yorkers that they are already in hell and Diablo IV can provide an escapist fantasy from their current struggles.
The ad literally speaks to New Yorker’s current lived experience in a way that captures attention and imagination.
The marketing team at Blizzard clearly has their finger on the pulse of popular culture and current events, quickly capitalizing on New York’s wildfires and hot summer as a natural pairing for the demon-slaying and hell-venturing of their hit franchise.
While others wring their hands over the disaster, Blizzard embraces the hellish conditions and weaves them into their marketing message.
They transform misfortune into opportunity, finding a angle to promote their game that stands out amid the fray.
