Asmodee
Asmodee is partnering with Sleeq to host an immersive event activating TikTok influencers, with the goal of reaching a younger audience and reigniting gamers' interest in the 30th anniversary of the game Magic: The Gathering.
0,77€
6,5M
x2,5
Camille Lepage
Brand Manager
"Sleeq has been supporting us in our influence campaigns on TikTok for over a year now. We were seduced by this young, enthusiastic team who understood our problems as a brand right away. The results of our campaigns have always exceeded our expectations and we don't intend to stop there.
The objective
Magic: The Gathering is a world famous trading card game created in 1993 by Wizards of the Coast. It has inspired many other similar games, such as Yu-Gi-Oh!, Pokémon and Hearthstone. In this game, each player builds a deck of cards representing a group of mages who compete using spells, creatures and magical artifacts. Although the game is primarily played by players over the age of 30 (Generation Y), it continues to attract millions of players from around the world.
In 2023, Magic celebrated its 30th anniversary, and to mark the occasion, distributor Asmodee wanted to revitalize the game's reputation among a younger audience that might not be familiar with the game.
The solution
To achieve this goal, Asmodee partnered with our Sleeq agency and activated several influencers such as @soleilnocturne__, @loic.rsl, @quentin_resera, @enorahope and @armandtv, each representing a magical character from the game. We created an event, where influencers were transported into the fantasy world of Magic. Attendees wore real cosplay costumes and makeup, and were immersed in an immersive decorative atmosphere. Mystery cocktails, goodies and a photoshoot were also offered to immortalize the experience. The event gave influencers the opportunity to share with their community the behind-the-scenes and preparations of Magic through story content, as well as to make TikTok videos introducing the game's universe and arousing the curiosity of their audience.
Results
During this campaign, we experimented with different content formats for different audiences: vlogs, acting videos, comedy sketches and fiction. Our goal was to reach as many people as possible on the platform, without limiting ourselves to one type of content. The campaign was a huge success, garnering over 6.5 million views for the six content creations created by the five TikTok influencers. However, beyond the numbers, the campaign introduced Magic to a new audience and inspired former players to pick up the game again, helping to meet the brand's awareness goals.
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