Season of Blood to Save Lives with IRL Blood Harvest

Agency: GUT LA


In honor of Diablo IV’s Season of Blood, people in the United States are getting the chance to take part in a real-life Blood Harvest, a bloody ritual that plays a central role in the new story. While Lord Zir, the new antagonist of the Season, uses Blood Harvests to end thousands of fictional lives in the game, Diablo IV players will be invited to save thousands of lives with their blood donations in real life.

”This is a great opportunity for Diablo IV players to lean into the vampire theme of the Season of Blood, and donate their own blood while also unlocking in-game rewards for the Diablo IV community,” said Daniela Rodriguez, Director of Brand Marketing, Diablo IV. “We embraced how players use blood elements to save Sanctuary, and brought it to help save lives in the real world.”

In Season of Blood, new enemies called Blood Seekers serve Lord Zir by invading parts of Sanctuary to procure blood for their master through Blood Harvest rituals. Players must venture into these areas to free prisoners, take down dangerous mini-bosses, and clear the enemy camps. But in real life, however, Diablo is offering die-hard fans of the game to turn 666 quarts of actual donated blood (equaling around 1,332 separate donations, with 1 pint per donation) into in-game rewards, while ultimately helping to save lives. Once the goal of donating 666 quarts of blood is achieved, Diablo fans, regardless of if they donated or not, will unlock a sweepstakes where fans will have the chance to enter to win a new custom-built PC, infused with real human blood in its liquid cooling, which pays tribute to the game. It will be awarded to one lucky winner as a grand prize of the Blood Harvest campaign if they participate in the accompanying sweepstakes, even if they did not donate. The sweepstakes will start upon reaching the 666 quarts blood donation goal and will be open for entry for 72 hours. See the official sweepstakes rules for full details, along with what the PC will entail is included, below.

Along the way to the grand total of 666 quarts, several enticing in-game rewards like weapon cosmetics, a mount, and an armor set will be given away to all Diablo IV players regardless of if they donated as several donation milestones are reached.

Tier 1: At 33% participation of the total 666 quart goal, all players will receive weapon cosmetics which include:
Dagger - Bloodpetal Anlace
Axe - Bloodpetal Sever
Necro Offhand - Bloodpetal Heart
Sword - Bloodpetal Blade
Druid Staff - Bloodpetal Bludgeon

Tier 2: At 66% participation, all players will receive the aforementioned rewards plus The Loch Raeth Maor Barbarian armor set.

Tier 3: At 100% participation, all players will receive the aforementioned rewards plus the Vermilion Eye Piebald mount and the custom real human blood-infused PC sweepstakes will become available to enter.

Once donation progress reaches 100%, whether it is on or before the campaign end date of 11/20, all tier prizes will be added to the player’s Wardrobe and Stable in-game on 11/22.
The Diablo Blood Harvest is running now through November 20th. Players will be able to donate at a blood donation center of their choice in the US, then logging their donation by visiting

This professional campaign titled 'Season of Blood to Save Lives with IRL Blood Harvest' was published in United States in October, 2023. It was created for the brand: Diablo, by ad agency: GUT LA. This Integrated medium campaign is related to the Gaming and Health industries and contains 5 media assets. It was submitted 6 months ago.


Client: Diablo
Manager, Brand Marketing, Diablo IV: Dino Sulprizio
Program Manager, Brand Marketing, Diablo IV: Christopher Tai
Director, Brand Marketing, Diablo IV: Daniela Rodriguez

Agency: GUT Los Angeles
Co-Founder & Creative Chairman: Anselmo Ramos
Global Chief Growth Officer & Partner: Carmen Rodriguez
North America CCO & Partner: Ricardo Casal
North America CCO & Partner: Juan Javier Peña Plaza
Global Chief Strategy Officer & Partner: Fernando Ribeiro
US CEO: Sandra Alfaro
Executive Creative Director: Ariel Abramovici
Executive Creative Director: Bruno Acanfora
Associate Creative Director: Aurelie Diaz
Senior Copywriter: Lauren Torres
Art Director: Julian Amarillo
Creative Copywriter: Haroldo Moreira
Executive Producer: Jack Cutler
Senior Producer: Griffin Morrow
Group Account Director: Teddy Notari
Management Supervisor: Caroline Yan
Strategist: Tierney Riccitelli
Gaming & Streaming Analyst: Carlos Encalada
Director of Communications: Alexandra Velasco
Communications Coordinator: Talyr Hill
Director Of Creative Operations: Junia Parodi

Production Studio: Unicorns & Unicorns
Executive Creative Director: Sun Komen
Executive Producer: Jenny Gobel
Head of Production - Studio: Katherine Johnson
Technical Director: Ralph Kuijpers
Creative Producer: Nick Gast

Craig Cutler Studios:
Photographer/Director: Craig Cutler
DOP: Blake Mohr
Executive Producer: Fela Cortes

Post Producer: Macy West
Editor/Colorist: Matt West

Overcoast Music + Sound:
Original Music - Overcoast
Producer - J.L. Hodges
Audio Mix - Overcoast
Engineer - Jonathan Waller


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