On the planned information reveal day, fans then began to tweet out their excitement for Lilith, the central antagonist of the next Diablo title, as leaks and gameplay reviews started to come in. However, the social campaign seems to have worked to some degree, with the tweet style being picked up by others who began to make parody versions of it as a phrasal template meme, while others became genuinely excited for all the hype and new release of information regarding Blizzard's upcoming game. Diablo December 6, The Midnight Rain will be red with blood. She demands a GOAT sacrifice for Her return. The most questionable part about it, from the gaming fans' perspective, is that the callouts were to things that seemed newsworthy or trendy but not tied to gaming in the slightest, such as LeBron James or Mariah Carey. In the case of Diablo 4, the hype creation for their big reveal today appears to be in the form of ominously threatening random brands on Twitter - something not unheard of but out of left field for a major gaming brand to do.

In business, when a planned reveal of new information or a trailer is happening, there is often a social media campaign to coincide with it, driving the hype and getting more eyes on the project.

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