The challenge
The new Magic: The Gathering × Marvel Super Heroes set combines Magic’s strategic gameplay with the world of Marvel superheroes, and it had to reach a broad, varied audience. I-Days Milano, on 5 and 6 July with Foo Fighters and System Of A Down, was the right occasion but also a challenge: people who come for the music have often never met Magic.
The idea
We designed a dedicated area inside the festival, built to be accessible and engaging, true to the game but able to speak to people who didn’t know it. Guided demo sessions let people discover the mechanics directly and immediately, while free Welcome Decks let anyone take home a first taste of the Magic × Marvel universe.
The result
For two days the area was brought to life by seven creators and community ambassadors, whom we selected and coordinated to tell the story of the activation and create moments of direct engagement with the public. We signed the creative strategy, the production and the talent coordination of Magic’s whole presence at I-Days.
Numbers
