Maggots, meet your maker
A social-first reactive twitter campaign where for every like we sent buckets of sacrificial maggot meals to a bird sanctuary in honor of one of our infamous bosses: Duriel, the Maggot King.
Duriel's Offering was the most engaged organic cultural moment for Diablo IV on Twitter/X during this time.
The activation reached over 41M and generated over 1.9K supporting social mentions.
Our CTA was the most liked and engaged tweet of 2024 and the 9th most liked Tweet since Diablo IV's launch.
It drove 6x the average engagement rate of Diablo's Twitter/X channel.
Boasted 3.7K total likes in the first hour, and over 5.5K total likes in under two hours.
And the most important metric of all was achieved: fewer hungry birds in the world.
Gold, Silver, and Audience Honor Awards, 2024 Shorty Impact Awards
WINNER in X
Finalist in Integrated Campaign, Pets & Animals
Bronze Honor in Images
Audience Honor in X
17th Annual Shorty Awards
https://shortyawards.com/17th/duriels-offering
Responsible for:
Pitch and ideation, day of execution coordination, asset creation, awards submission
Milestones unlocked.
Whenever we reached a milestone, we made sure to post a graphic. We went through these pretty quickly.
Design Credit: Alida Barden, Emily Crosby. Copy credit: Leo Parrill.
With 6x more of our average engagement for our channels, of course we got some good comments.
Reactive copy credit: Alex Firer
Our audience gobbled it up.
We had a roll of memes in our pocket and were live behind the scenes with reactive comments and images to respond in real time.
Design Credit: Emily Crosby
There were memes.
Everyone likes some good press. Online outlets like PC Gamer, Games Radar, and GameSpot joined in on the fun.
It got people talking.
And the results are…
Summary graphic of our success posted after the activation.
Responsible for: design.