To promote the launch of the third season of its game Diablo IV, Activision Blizzard wanted to connect with Hispanic gamers, both in the USA and Latin America, mainly Mexico, Colombia and Brazil. 

As we thought how to reach all of them in a relevant way, we discovered an insight that many in our Latin culture share: thousands of Latino young gamers have heard from their grandfathers how, when they were young, they fought the devil himself "en el monte" (in the hills) with their machete and survived to tell the tale. It's part of our folklore.

We decided then to have Grandfather "pass the baton" to our gamers,  and tell them that now it's their turn to fight the devil and dark forces. 

So we brought the legend to life, having Grandfather retell his story in a branded content short film in which Grandfather asked gamers to continue the fight themselves.

The film created huge engagement with our Latino gamers in both the US and Latin America, many of them recognizing the story their own grandfathers had told them. They really appreciated Blizzard going "in culture" and even asked for a grandfather with a machete character in the game itself, or a live-action series featuring "abuelo".

To read the comments (Mainly Spanish): 

https://www.youtube.com/watch?v=OIcLmYzJtqY&t=17s