DURIEL’S OFFERING

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