Diablo 4's marketing campaign takes unhinged to a new level.

Activision Blizzard's marketing campaign for Diablo 4 is a scattershot of viral and shock value tactics, including celebrity endorsements from Megan Fox and Chloë Grace Moretz, launch parties, questionable food products, and brand partnerships. The campaign embodies the ethos of mobile game advertising, but with a bigger budget. The point of the campaign may simply be its enormous scope, as Activision Blizzard competes not only with other video games, but with YouTube, TikTok, movies, and television. The campaign seems to have worked, with Diablo 4 selling $666 million globally in the game's first five days.