Home Capabilities Clients Case Studies Contact


The Challenge

It’s been 11 years since Diablo III. How can we make this game launch relevant for ARPG fans and set it apart from a huge summer of competitive game launches?

The Solution

Zeitgeist created the world’s first over 18’s ‘Goremet’ chocolate emporium called Lilith & Co. in Soho housing large scale characters, weaponry and iconography from the game, all made out of chocolate! We created….

Named after the lead protagonist in Diablo IV, Lilith & Co.’s emporium facade housed pure evil within. Heavenly chocolate for this hellish game.

The experience fused an anatomical museum, art exhibition and shop and also included a secret chapel with an immersive experience featuring live monks, real wolves and a confession booth as well as a basement gaming dungeon with Xbox. 100% of the proceeds from the sales went to SpecialEffect a charity that specialises in helping physically disabled people play video games

The store was a huge success with thousands of attendees over 2 days and PR coverage in titles such as NME, Kerrang!, Time Out, Evening Standard, Metro, Vice, Radio 1 and over 100 outlets as well as huge social engagement and UGC.

We smashed the KPIs and garnered an independently verified reach of over 2.6 Billion

Influencer Campaign

Over three days the space played host to 100 influencers and bands as well as being visited by 1500 fans and members of the public.

We created a unique influencer programme and secured top tier music talent who were engaged by a crate dragged straight from hell containing a chocolate demon heart, bespoke pendant, sage, an Xbox and psychoanalytic evaluation with Diablo’s very own ‘Thrillologist’


This identified which class the influencer should play the game as – amazing for content

Zeitgeist ideated and controlled all aspects of this launch and also handled all lifestyle and culture PR


Strategy & Insight, Communications, Influencer Outreach/Partnerships, Content Creation, Event Management, Crisis Management, Media Relationships, Brand Partnerships, Event Activation

Diablo IV
Diablo IV

The Results

Diablo is the fastest selling and most successful game launch in Blizzard’s history. The total hours of pre-launch game play was 93 million, or more than 10,000 years – the equivalent of playing 24 hours a day since the beginning of human civilisation


PR combined reach across hundreds of titles


impressions on Influencer posts


raised for charity


raised for charity


pieces of coverage including NME, Kerrang!, Time Out, Evening Standard, Metro, Vice, Radio 1

Influencers engaged Gizzi Erskine, Elz The Witch, Jack Saunders, Gem Sta ord, B0aty, Kid Kapachi, Hannah Cunningham, Sweet Anita, Wargasm, NepentheZ

Back to Case Studies