Our Work | Case Study

Magic: The Gathering – Theros Campaign

Our video production unit storyboarded, shot, and edited a live-action trailer to promote a new Magic: The Gathering set – Theros: Beyond Death.

Goal

Promote the new Magic: The Gathering set to existing fans, regain lapsed players, and attract new audiences in the CCG market and beyond.

Execution

A multi-stage campaign comprising a live-action video trailer, filmed on location and promoted on PCGamesN channels, as well as a media buy across our parent brand’s websites to promote the video.

Results

The campaign delivered brilliant results, with video gaining an extremely high average view duration of 71.5 percent. Overall, the campaign earned over 1.2 million impressions, generating 21,655 clicks.

This campaign was a significant undertaking for our video team. We shot the live-action trailer on location at a historic landmark with a full production crew, working with make-up artists we’d recruited and actors we’d cast for the shoot.

Once the trailer was shot, our video team handled everything from sound mixing and colour grading through to the implementation of motion graphics and visual effects. The outcome of all this work was that the Theros: Beyond Death campaign delivered above and beyond expectations, generating a huge amount of interest in the new set.

As our first live-action scripted video we produced in-house, we were thrilled with the reception to the Theros: Beyond Death video. It brought in over 190K views on PCGamesN’s YouTube channel alone, and many more across Facebook and our ads network.

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