Before Diablo IV clawed its way into the world, we were summoned for something... a little different.
The mission? Stoke the infernal flames of hype for the game’s pre-launch BETA — that brief, glorious window where mortals could get a taste of hell before the official descent.
Our objectives were clear:
Get players in the door
Keep them there
Make sure they left with something to remember us by (in the form of an adorable puppy backpack)
This cosmetic item wasn’t just cute. It a deceptively fluffy flex for those who braved the BETA. It served as both bait and badge of honor, designed to maximize engagement and keep players howling for more.
Results
By all metrics, the Wolf Pup activation was a success. It generated substantial conversation within our social channels, but expanded well beyond to Reddit and gaming websites like PC Gamer.
The Numbers:
Over 2.6 Million Beta Wolf Packs earned; meaning over 2.6 million players participated in the Beta weekends (3) and reached the required character level.
Our Wolf Pack social content collectively reached 1.1 million impressions, 28.5k engagements, 147.6k views, and 163.6k minutes watched across various platforms including Twitter/X, TikTok, YouTube, and Twitch.
User Mentions:
The "Wolf Pack In-Game Reward" campaign garnered 4.56k total mentions with a sentiment split of 28.3% Positive, 4.3% Negative.
Mentions of “wolfpack” increased by +75.8k during the Diablo IV BETA period which spanned 3 months.
media pick up
Full Creative Team
Social Creative Lead: Emily Crosby
Content Creators: Alida Barden, Sara Rubin, Michelle Martinez, John Souliopoulos, Moira Zhang, & Andrew Mikida
Social Copywriters: Leo Parrill & Alex Firer
Creative Marketing Services Producer, Diablo Social: Madelyn Lockman