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. 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.

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.

.@MariahCarey All She wants for Christmas… is blood. #LilithIsComing

— Diablo (@Diablo) December 8, 2022

.@KingJames She demands a GOAT sacrifice for Her return. #LilithIsComing.

— Diablo (@Diablo) December 6, 2022

@taylorswift13 The Midnight Rain will be red with blood. #LilithIsComing

— Diablo (@Diablo) December 6, 2022

.@Delta There is no escape. #LilithIsComing

— Diablo (@Diablo) December 5, 2022

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.

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.

It's LILITHDAY, LILITHDAY, LILITHDAY! #LilithIsComing #DiabloIV pic.twitter.com/l7TqrILQMR

— PureDMG (@puredmgcom) December 8, 2022

dude these @Diablo tweets are getting out of control 💀💀 #LilithIsComing pic.twitter.com/FSWlkOKTMS

— Quin (@quinrex) December 7, 2022

can confirm they are getting pretty based. #LilithIsComing pic.twitter.com/wyUdDmhQYu

— Truenight95 (@Truenight_Kappa) December 7, 2022

Wherever I go, Hell follows. #LilithIsComing pic.twitter.com/k9lKYilaxb

— Rhykker (@rhykker) December 6, 2022

So far, people who played the game, either officially or the reportedly leaked test build, have largely positive things to say about it, with the sound design being a key callout amongst the fanbase.

Diablo 4's sound design is incredible. #LilithIsComing #Diablo #Diablo4 #DiabloIV pic.twitter.com/g08Rg4K1HN

— Echohack 🎮 Diablo 4 (@echohack) December 7, 2022

Diablo 4 won't be out until sometime next year, but according to a relatively well-known data miner, the ARPG will supposedly be playable on June 5th, 2023.