• by Danielle Oster , October 29, 2024

Blizzard Entertainment is promoting the recent launch of the “Diablo IV: Vessel of Hatred” expansion to the popular demon-hunting game with a campaign inspired by an unusual source: classic ads for children’s toys from the ‘80s and ‘90s.

The effort introduces “SlayPals”-- a blood-soaked homage to the jingle-filled ads for toys commonplace in the bygone era.  Think Cabbage Patch Kids with a thirst for blood, or a more murderous MyBuddy doll.

The campaign also eschews traditional paid media channels, kicking off with a launch video earlier this month across social channels for “Diablo” on YouTube, Facebook, Instagram, TikTok, and Twitter, followed by a subsequent “Singalong” version. The spot was produced by independent ad agency The Many.

There’s also a series of “SlayPals” T-shirts in the merch section of Blizzard’s website, which the brand says represents its first “capsule collection” celebrating a specific campaign, rather than the game itself.

Marketing Daily connected with “Diablo IV” global digital marketing lead Krystha Dart to discuss the campaign further.

This interview has been edited for length and clarity. 

Marketing Daily: What led to the campaign strategy of relying on earned media? What role did the creative concept play in this media strategy?

Krystha Dart: The campaign was specifically targeted at current and lapsed “Diablo” players. The brand has a robust and active social media following, allowing it to reach those audiences organically.

The original brief challenged us to earn conversation through the creative, rather than paid media, leaning into the edgy nature of a mature-rated brand with something sick, twisted, and bloody. Ultimately, the blood factor also meant that we would not be able to put paid support behind the creative asset given sensitive content filters, so we went all in on blood.

Marketing Daily: Can you speak to how the creaative concept is a reflection of the franchise’s voice, the new expansion pack, and designed to reach the brand's core audience?

Dart: The Mercenaries feature in “Diablo IV: Vessel of Hatred” is positioned on the notion that players never have to fight alone. Mercenaries are the allies or best friends by your side, helping you to fight the hordes of demons and monsters that inhabit Sanctuary, where the game is set.

The idea of fighting alongside your best friend in battle led us to think about childhood companion toys from the ‘80s and ‘90s, leading to the idea of SlayPals. The creepy diabolical ‘SlayPals’ dolls felt like a perfect fit for Diablo players who are used to the brand’s twisted sense of humor and, for players who came of age during that era. The jingle and parody commercial hit all the right nostalgia notes.

We also had insights that "Diablo" fans were clamoring for mercenaries given their past appearances in “Diablo II” and “Diablo III” and were excited about the prospect of their return in “Vessel of Hatred,” which helped drive engagement.

Marketing Daily: What has the reaction to the campaign been like thus far?

Dart: The SlayPals campaign is among the top post-launch assets for “Diablo IV: Vessel of Hatred,” driving over 800,000 impressions across all social platforms. On YouTube specifically, we’ve seen engagement rates around 11% -- well above channel averages for “Diablo.”

The SlayPals Instagram reel is currently our third most viewed post-launch asset, and we saw a flood of player engagement with comments asking about where they can purchase their own “SlayPals.”