2023 Young Ones
Diablo IV Brief
THE OBJECTIVE
Develop a standout idea for a Diablo IV launch campaign that reestablishes the franchise's position as one of the greatest gaming franchises of all time, while exciting both non-players and seasoned adventurers.
THE INSIGHT
Diablo IV needs to break through culture and appeal to a Gen Z console-first audience with lower familiarity of the franchise, who want more excitement in and out of gaming.
Eternal Exchange
With the impending launch of Diablo IV, it’s clear that fans all over the world are eagerly waiting to play the game. Now, we’re providing an opportunity for incoming players to prove just how much they want in.
Diablo’s Eternal Exchange is a binding contract for people to sign away their souls (and the souls of their friends) for early access to Diablo IV. Sign the deal online, then find three friends to also exchange their souls. New and experienced players will jump at the opportunity to make a deal with Diablo, raising the total number of souls collected to secure their own early access.