CALIFORNIA, USA — To launch the eagerly awaited fourth installment in Blizzard Entertainment’s Diablo®series, B-Reel has revealed its new campaign daring gamers to taste something no one on earth has ever tried before: a Demon Meat Shake.
After the open beta of Diablo IV, piles of demons were left lying around the game world, slayed by the hands of thousands of loyal and bloodthirsty players. The makers of Diablo didn’t want to let all of the demon meat go to waste, so they’ve chopped, drained, blended, and turned them into the Demon Meat Shake. As an especially devilish twist, the Demon Meat Shake turns out to be 100% vegan according to human standards. The drink is inspired by the iconic Diablo character, the Butcher, who returns in the latest game.
On May 19, eligible Diablo fans across the US had the opportunity to get their hands on the Butcher’s Special, delivered straight to their home. The Demon Meat Shake can be ordered by tweeting @Diablo together with the #DemonMeatShake and #DiabloPromo hashtags on Twitter. Around 1,000 Shakes was delivered to gamers in New York City, Los Angeles, and Chicago. But the question is, who was brave enough to try it?
Leading up to the delivery date, the devilish shakes were teased to create buzz across digital, social and PR with a “you have to try this” brand moment, getting new gamers curious to dive into the world of Diablo IV. However, on May 17, an exclusive invitation-only dinner took place in NYC, bringing together a group of Diablo-loving VIPs to experience a IV-course dinner straight from the depths of the game, with the Demon Meat Shake being the final surprise course of the night.
Knowing that gamers love to snack and sip during gaming, the Demon Meat Shake was created to spark curiosity for the launch of Diablo IV — the ultimate action RPG experience that’s filled with hordes of Hellish monsters to slaughter, countless abilities to master, nightmarish dungeons, and legendary loot.
“Diablo IV will deliver us from evil. But first, we’re delivering the world of Diablo to gamers in the most unexpected & shareable way possible: the Demon Meat Shake. The Butcher would be proud,” said Kaleb Ruel, VP of Diablo Marketing at Blizzard Entertainment.
“With the Demon Meat Shake, gamers can slay in the game and slurp in real life. We’re honored to help Blizzard add a twisted new chapter to the iconic Diablo universe and we look forward to watching the Internet drink some demons,” added Zack McDonald, Chief Creative Officer at B-Reel.
The Demon Meat Shake was created in collaboration with food partner Bompas & Parr, the world’s leading name in experiential food design. The UK-based jelly-masters are experts in never before seen foods, with innovative ingredients and arresting visual approaches strongly driven by storytelling.
All campaign assets were captured by photographer and director Tuukka Koski. A former Michelin starred sous-chef turned world famous food photographer, his special touch makes his work look macabre yet delicious and beautiful. The logo, inspired by a smoothie from hell, was masterfully created by illustrator Mander.
MKI and Bad Taste are the dinner activation food partners. MKI is a locally based independent restaurant group, with hit New York restaurants, including Olmstead & Mason Yaki, they take a research and discovery driven approach to creating truly new and unique food experiences.
CREDITS:
Creative Agency, B-Reel
Chief Creative Officer, Zack McDonald
Creative Director, Afshin Moeini
Creative Director, Christian Poppius
Junior Copywriter, Gustav Gabrils
Junior Art Director, Claes Holm
Designer, Sofi Faxing
Senior Strategist, Thomas Eon
Brand Director, Ramon Cruz
Brand Manager, Natalie Kilic
Director of Production, Danielle Russo
Senior Producer, Mei Li Heman
Executive Producer, Experiential, Travis Craw
Meat Shake Food Partner, Bompas & Parr
Delivery Partner, Fooji
Dinner Food Partner, MKI
Dinner Food Partner, Bad Taste
Client, Blizzard Entertainment
Vice President, Marketing, Diablo, Kaleb Ruel
Sr. Director, Influencer Marketing, Diablo, Euni Lee
Director, Global Marketing, Diablo IV, Daniela Rodriguez
Manager, Global Digital Marketing – Diablo IV, Pat Coyle
Program Manager, Global Marketing – Diablo IV, Christopher Tai
Photographer/Director, Tuukka Koski
Executive Producer, Andrea Hasselrot
Production Management, Skarp Production
Set Design & Props, Martin Bergström
Food Stylist & Props, Elin Åström
Director of Photography, Viktor Skogqvist
Gaffer / Films, Tobias Håkansson
Gaffer / Stills, Mattias Sätterberg
Digi Tech, Nigel Perry
Post Production Stills, FLC Helsinki
Post Production Films, The Line
Editor, Robin Johansson
