AN EXPERIENTIAL STUNT IN NYC THAT LED TO DELIVERIES OF POISONOUS BOUQUETS TO FANS
ACTIVATING THE STREETS OF NEW YORK CITY
Beneath towering steel and glass, our demon spent an entire day, breaking free from the world of the Nahatu jungle in Diablo IV, and drifting around Manhattan’s concrete jungle, to spread… hatred?! How does a brand go about spreading hatred you ask? A sinister, faceless character – standing 6’10” no less – pulling an otherworldly cart of corruption, dripping of ichor and filled with prickly black thistles.
Handing out thorny and wicked thistle stems to each person they crossed, we spread not only hatred, but a QR code that drove traffic to the online campaign.
SPREADING HATRED TO FANS ONLINE
We built a wicked website to send your foes those blighted bouquets and venomous verse right to their doorstep. Users in NYC and LA had the opportunity to send a vase and a custom card - a blend of hateful and witty - to a friend, an enemy, a boss, and ex, a nosey neighbor.
The vases sold out instantly. For users everywhere else, a digital shareable was the takeaway. Hailed by trolls and embraced by twisted souls lurking in the shadows of social media.
TEASING THE CAMPAIGN
To generate awareness at launch, and to provide press with something to get excited about, we created a series of CG teasers that brought the vases, the corrupted floral arrangement and the jungles of Nahantu to live for all visitors of the site.
