Diablo IV Demon Meat Shake

To promote the upcoming release of Diablo IV – the most anticipated game of the year – Blizzard Entertainment called upon Fooji. To ‘raise hellfire’ amongst players and drive social media engagement, the Fooji and Blizzard teams executed a nationwide social giveaway in Los Angeles, New York City, and Chicago. By simply sharing the #DemonMeatShake hashtag on Twitter, participating fans were hand delivered a 100% vegan Demon Meat Shake – giving fans a real-life taste of the demons that they slay in the video game. Following social media participation, Fooji’s FanFare and Doorstep offerings allowed them to deliver shakes to fans’ doorsteps within an hour.
The campaign effectively turned Diablo’s content into a physical, buzzworthy prize – aligning with Fooji’s mission to bring fan experiences from the internet to real life. Over 6,000 fans signed up in advance for the giveaway and over 7,500 fans participated, leading to a #4 trending position in the US. The campaign earned 41 original pieces of earned media coverage, with commentary from actor David Harbour and a partnership with TikTok influencer @quarterjade.