Vases Of Hatred

Gamers who play Diablo love to hate on just about anything, even the game itself. So to launch Diablo VI: Vessel of Hatred, we found a way to turn their trash talk, into actual game play.

Enter Diablo’s Vases of Hatred, the world’s first flower delivery service from hell. The campaign allowed fans to send a vase of real, toxic jungle flowers to the person they hated most.

At vasesofhatred.com, users could choose their nemesis, craft a custom demonic message, and have their toxic bouquet delivered by an actual demon. Fans embraced the concept immediately, sending bouquets to Twitch Rivals, spouses, and even Diablo executives. The response was overwhelming—vases sold out in just 24 hours, leading desperate fans to bid on eBay and even 3D print their own.

Vases of Hatred unlocked the inner hater in us all—and proved that hating can be pretty good for business.