6.6.23 was a date to be remembered. After 11 years, Diablo returned with its 4th bloodiest and goriest chapter ever.
Unfortunately, 6.6.23 was also a business Tuesday, so we decided to hack the Italian law and give all the players the most precious thing possible: free time off from work to play their favourite game.
Few people know, but in Italy if you donate blood you earn, beside the grats from your local community, a one day holiday.
We did it in the bloodiest way possible: asking gamers to donate their blood to legally gain a day off from their job.

Few people know, but in Italy if you donate blood you earn, beside the grats from your local community, a one day holiday.
So we decided to hack this law, in the bloodiest possible way, and give all the gamers what they crave the most: time to play Diablo IV during its, 11 years awaited, launch day (a business Tuesday).
With a video call to action and an influencer campaign we asked gamers to donate their blood in order to skip their job and play Diablo IV.
A bloody win-win situation for everyone.