About The Brand
Magic: The Gathering is a collectible and digital collectible card game created by Richard Garfield. The brand is having a big year in 2021, taking a step from popular game to entertainment franchise, such as Mobile Apps, Cross-Over Collaborations, New Expansion Sets.
The Challenge
Call for the next generation of MtG players
Today’s young gamers don’t see a community they identify with when they get to the MtG homepage or look up YouTube tutorials. The perceived culture around MtG can feel very narrow to young gamers. 18-24 year-olds don’t see a lot of people in the community that looks or has similar values like them in MtG’s content mix currently. The challenge is to make MtG matter to the next generation of MtG players, the future of the MtG community.
The Audience
Players who see gaming as part of their identities at the age of:
18-24
The Concept
#JOINTHEGATHERING
The Hook
By depicting real-life role models that Gen Zers resonate with, MtG demonstrates to players that MtG is a game that welcomes unique identities and connects Gen Z players with one another who shares similar mindsets
How It Works
By employing human rights activists to present themselves as progressive MtG game characters, MtG attracts Gen Z players to collect human rights cards that they resonate with and exchange with like-minded players to further develop the conversation around human rights during the game.
Insight
- LGBTQ+ rights: 60% of Gen Zers think same-sex couples should be able to adopt children
- LGBTQ+ identity: 1 in 6 Gen Z adults identify as LGBTQ+
- Diversity: 60% of Gen Zers say increased racial and ethnic diversity is good for society
- Social responsibility: 70% of Gen Zers try to purchase from companies they consider ethical
- Culture: 1/3 of Gen Z decides who they date based on astrology
Print 1
By casting AOC as Liliana, MtG encourages the Gen Z audience to join the game and connect with many other Gen Z players who care about the gender equality issue through the MtG gaming community.
Print 2
By dressing the gay couple activists (Jim Parsons and Todd Spiewak) as Kynaios and Tiro of Meletis from MtG, MtG demonstrates to the Gen Z audience that MtG is a game that cares about LGBTQ* rights and welcomes likeminded queer gamers to join the game and to connect with others that are in the same community.
Print 3
By having Gretta Thunberg play the role of a forest elf in the MtG game, MtG calls for like-minded Gen Z players who also care about sustainability to join the game and share their journey with others.
Print Ads Overview
Fight for Gender Equality
Print 1
Fight for LGBTQ+ Rights
Print 2
Fight for Sustainability
Print 3
Activation
MtG to partner up with a hotel property to build out an MtG experience and have all the featured activists greet the guests in hologram video messages. Meanwhile, digitally, MtG will also stream the featured activists playing MtG on Twitch while talking about different human rights movements on these channels to gain more media coverage. Lastly, creating filters on Snapchat, TikTok, and Instagram to allow users to dress as their favorite card characters and post about the social issues that they care about.