Magic: The Gathering Influencer Marketing Case Study
Teaming up with Magic: The Gathering to reach new and lapsed fans to promote learning to play, collecting, and attending events through an ambassador program.
Campaign Challenge
Magic The Gathering celebrated its 30th year anniversary in 2023. They identified a need to reach new and lapsed fans to promote learning to play, collecting, and attending events. A brand ambassador program was also launched to reach their core fan base with always-on messaging.
Campaign Goal
The ambassador program’s goal was to drive new fans to learn, play, and collect MTG cards. We needed to engage lapsed fans with unique brand partnerships with Lord of The Rings, Jurassic World, and Tomb Raider, as well as encourage fans to visit their local game stores to participate in Weekend game events supporting new card set launches.
CAMPAIGN Strategy
To reach new fans, we activated non-enfranchised (creators who didn’t primarily create Magic content) in custom content, live streams, in-person appearances, and ‘learn to play’ videos to teach new fans how to play the game. Content included celebrities Dominic Monaghan and Billy Boyd for the Lord of the Rings campaign and top tier streamer DrLupo. The brand ambassador program saw over 70 creators creating monthly content to support new card set launches and MTG’s event schedule.
Campaign Results
Over 1.6k pieces of content created to support campaign goals via YouTube, Twitch, Twitter, Instagram, and TikTok. We activated 366 creators across five campaigns promoting sales and ‘learn to play’ activities. During the Wilds of Eldraine set launch, we saw a 12x ROS for creators.
883K
Total Campaign Engagements21M
Total Campaign Views93M
Paid Influencer Impressions