For the long-awaited launch of Diablo IV, we created a viral hit
by bringing fresh meat from the game to its fans with the

Demon Meat Shake. Killed in the game, enjoyed IRL🥤

Made at B-Reel Stockholm
Case study ⤴️ 
Launch film ⤵️
Simply put, it's the demons killed in the Diablo IV Beta poured into a plastic cup🩸. This limited 100% vegan drink brought the world of Diablo home to its fans. It was killed in the game, ordered through Twitter/X, delivered to your door, and sold out immediately.
To get the audience intrigued we posted gory teaser content online, as well as hosting a spectacular dinner event in NYC 🗽. A selection of celebrities, press and influencers got the chance to eat their way through Diablo IV 🍝 with the Demon Meat Shake being the grand, evil, finale. 
And finally, some bonus feel-good BTS footage of my colleagues at one of many taste tests for the shake 🥴. 

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