Bringing a legendary game to a new generation.
A creative influence campaign by Sleeq to celebrate Magic’s 30th anniversary and reconnect with Gen Z.
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THE CONTEXT
Magic: The Gathering is one of the world’s most iconic trading card games, with a legacy spanning three decades. Originally embraced by Millennials, the brand wanted to reignite its aura with Gen Z — a digitally native audience less familiar with Magic but highly engaged on TikTok.
THE BREAKDOWN
The Challenge
How do you refresh the image of a 30-year-old franchise and make it resonate with a younger, social-first audience? The mission: reintroduce Magic as not just a card game, but a full cultural universe — immersive, creative, and made to be experienced.
The Strategy
Sleeq built a TikTok-first influence campaign mixing immersive storytelling and creator-native codes: Selection of TikTok creators ( @soleilnocturne__, @loic.rsl, @quentin_resera, @enorahope, @armandtv ) to embody characters from the Magic universe. Transformation of an event space into a fantasy-inspired immersive world, complete with cosplay, themed cocktails, and exclusive photo sessions. Content designed around multiple creative formats: vlogs, acting, humor sketches, and storytelling pieces, all rooted in TikTok trends. The ambition: make Magic feel alive again by blending fandom nostalgia with Gen Z entertainment.
The Solution
Influencers were fully immersed into the Magic universe, sharing the experience across TikTok and Instagram through behind-the-scenes stories and creative posts. The result was a content ecosystem that went beyond classic promo — sparking curiosity, fandom conversation, and strong social engagement.
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WHAT THEY SAY
“This campaign reintroduced Magic to a whole new generation — with results beyond expectations.”
Brand Manager, Asmodee France
WHAT THEY SAY
Strategic influence meets branded storytelling
Sleeq handled the full scope of creative, from strategy to execution:
THE NUMBERS
Massive cultural reach & real-world conversions
6,5M
impressions
0,77 €
CPM (well below industry benchmark)
x2.5
Frequency rate, boosting memorability
USER IMPACT
Their audience said it all.
When the collab dropped, the comment section exploded.
OUR WORK
From iconic brands to viral moments.
Every campaign we craft starts with cultural insight and ends with performance. Rooted in social media and influence, our ideas are built to live where attention lives, and to turn into lasting impact.
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