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Diablo IV
Hell In Heels
How do we launch a new ARPG game to Gen-Z gamers already fully invested in their fandoms?
We turn the baddest boss in the game, Lilith, into an AI influencer who returns to earth to crash the E3 expo and gain dark followers.
Signs of the end-times:
Lilith will tease her return to earth with stunts throughout LA landmarks (where the E3 event is held,) plugging her social handle.




#Heretoslay
On social, Lilith will use some of the latest trends and popular hashtags to hack the algorithm and provide discount code #heretoslay for tickets to the expo.

Unfollowers:
At the entry of the expo, protesters will warn of Lilith’s return urging attendees to beware of her dark influence.

Stream Over:
At the expo, Lilith will make her appearance by crashing the keynote presentation and granting early access for those who join her ranks.
Copy/AI Generation: Claire Mirsky
Art Direction: Tommy Aliota
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