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For others, Fox is mommy, and fits the role perfectly.) Meanwhile, Moretz, for her part, has mentioned in interviews that she loves video games. These features aren’t that unusual if you think about Fox’s work and aesthetic - Jennifer’s Body, anyone? (Fox’s ad campaign isn’t beloved by everyone, however, with some suggesting it’s setting game marketing back a few decades. Moretz appeared in a video to make a Diablo 4 character, too. Fox appeared in a series of highly calculated tweets and videos making fun of people who are bad at Diablo 4, and calling out a few big name streamers, too. Diablo 4’s marketing embodies the ethos of mobile game advertising, whether it intends to or not.Īctivision Blizzard basically hit every kind of marketing activity we’ve seen for video games - and then some more - in an effort to become “part of the conversation in places you would not normally see a video game or Diablo,” according to Diablo 4 general manager Rod Fergusson.Ĭelebrity endorsements? Check, with both Megan Fox and Chloë Grace Moretz featured in ads.
Of course, that’s not to say this kind of marketing is unheard of in console and PC gaming, but it’s ubiquitous in the mobile space: dramatic storylines that have little bearing on the actual gameplay (sometimes with celebrity endorsements), mass market ads that show off gameplay that’s not actually in the game, and marketing calculated to go viral. The only thread that seems to tie this campaign together is virality and shock value - the sort of marketing you see more readily in the mobile game sphere. But the apocalyptic weather seemed to highlight the sheer weirdness and audacity of Activision Blizzard’s major, scattershot marketing campaign, which stands out, even as video game marketing stunts have become more and more audacious. Of course, Activision Blizzard did not set fire to Canada’s forest to produce massive amounts of smoke sent south by the wind. Diablo marketing team doing the most /cSrNAg0t1i- Satan June 8, 2023
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