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MAGIC: THE GATHERING – SECRET LAIR
Secret Lair is the fun-loving, rule-breaking,
IP-crossing cousin of Magic: The Gathering,
the legendary trading card game.
Delivered Elements:
• Messaging Strategy
• User Acquisition Strategy
• Brand Identity
• Campaign Creative Strategy & Content Plan
• Social & Digital Content
Services:
• Campaign Performance Analysis & Reporting
• CRM Strategy & Optimization
• Branding
• Campaign Content Strategy
• Voice & Messaging
• User Acquisition Strategy
• Social Strategy
• Concepting & Script Development
• Editorial
• Live-Action Production
• Visual Identity
• Motion GFX Design & Animation
THE CHALLENGE:
MAKE SECRET LAIR
THE WORST-KEPT
SECRET
Magic: The Gathering – Secret Lair — or MTG: SL for the acronym lovers out there — combines the base, meta card game that players love, with limited-edition fresh artist partnerships and epic entertainment crossovers. This is a creative sandbox: the rules are looser and the cards are wilder than standard MTG.
With that freedom comes the opportunity to stand out: SL needed a clear voice, tone and look to define its imaginative spirit for new and veteran players. We delivered! From CRM, to social copy, to visual identities for each drop, and A/V, our work has helped raise awareness and drive sales in every corner of the MTG ecosystem.
Evergreen & Paid Media Spots
SPEAKING UP WITH STYLE
SL’s card superdrops are
mind-bogglingly eclectic, but the
core philosophy is surprisingly
singular: to bring beautiful cards
to players who appreciate them.
That passion for art — along with a
we-make-the-rules-around-here
attitude — anchors the brand’s voice across every superdrop, whether
we’re speaking to D&D players,
or fans of 90s-style artwork.
DRESSING FOR
EVERY SEASON
Whether a superdrop lies within an IP
or a theme as simple as Springtime, we embark
on a full, custom Visual Identity exploration to
tap into the look and feel that authentically
connects with the drop’s fandom.
Because of this, the level of stylization ranges
wildly: some drops require a deft touch,
while others beg for a sweeping,
creative reinterpretation.
10%+ YoY
Growth Rate
We’ve helped make Secret Lair the most profitable arm of Hasbro with more sales every year.
MAKING
AN
IMPACT
High Clicks.
Higher Conversions.
Our content doesn’t just earn clicks (6%+ click-through-rate) – it turns them into results. With above-average conversion rates, we consistently drive growth in card sales.
