I think this beats the Megan Fox thing. Last week, Blizzard sent out an announcement asking fans to "donate blood" and earn Diablo 4 in-game merchandise.

Here's the rundown: through November 20, American players 18 and older can submit proof of blood donation to a blood donation clinic. Once the blood donation is accepted, the amount of blood donated is recorded and added to the tally. Animated blood fountain. Lovely.

"All players who own [Diablo 4] will receive in-game rewards for reaching incremental milestones," says the site's FAQ, so even if you're not willing to spill your bodily fluids for Lilith, you can still get rewards from your friends' sacrifices You can. The ultimate goal is to get 666 quarts of blood. For reference, the average human has about 6 quarts in their entire body, and a typical blood donation is 0.6 quarts. That's a lot of blood.

The first milestone, already reached, is a set of Blood Petal cosmetics. I'm a particular fan of Blood Petal Heart. If a magical goth approached me on the tundra with an actual human heart, I would surrender on the spot. Or I might ask him to marry me.

At 66% (439.56 quarts of blood by my calculations), players unlock the Loch Raeth Maor Barbarian Armor Cosmetic. Not as fun as the weapon skin, but this is all for a good cause. Finally, at 100%, players get a cool horse. Oh, and a chance to win a PC infused with actual human blood.

"Yes, real human blood," the FAQ says. It's pretty robust.

Disturbingly, the website does not mention how the blood is injected into the PC. Liquid cooling would seem to be the first guess, but that seems unhygienic. All that is promised is that the PC will be infused with demonic energy; Blizzard has not clarified whether being near a crucifix will lower the frame.

The PC will be given away to a lucky player who enters the sweepstakes." #DiabloBloodHarvest" on Instagram or Twitter in the form of a "Pledge of Allegiance," and anyone in the U.S. 18 years of age or older, even if they are not a donor, can enter for a chance to win. The sweepstakes will open for entries once the 666-quote goal is reached.

In all seriousness, it is clear that there is a marketing agenda behind all of this, but it is still doing tangible good. Just last month, the American Red Cross declared a national blood shortage." There are several reasons for the drop in donor turnout." A record-busy travel season, back-to-school activity, and several consecutive months of almost incessant climate-induced disaster: a PR stunt is a PR stunt, but at least it's for a good cause, albeit a bloody cosmetic one to chase.