THE CHALLENGE
Wizards of the Coast sought to maximize awareness for the Magic: The Gathering (MTG) x FINAL FANTASY Universes Beyond TCG release by building Magic affinity with FINAL FANTASY and video gaming audiences to generate new-to-magic fans.
The objective was to drive anticipation for Magic’s First Look Debut Showcase at the Main Stage during PAX East in Boston, while also encouraging FINAL FANTASY fans and broader video game audiences to attend the event, explore the product, and experience the authenticity between the two IPs.
THE SOLUTION
To build momentum leading up to MAGIC: THE GATHERING’s FINAL FANTASY Debut Showcase at PAX East, BENlabs contracted six talent – Karen Fukuhara (2.6M Instagram Followers), LilyPichu (1.1M Instagram Followers), Adam Cole (672K Instagram Followers), Kenny Omega (600K Instagram Followers), Yvonnie (388K Instagram Followers), and Ben Starr (47.2K Instagram Followers) – to participate in the PAX East activation. BENLabs launched a coordinated social campaign and paid media campaign, activated across all participating talent’s platforms to maximize visibility and impact.
The results demonstrated impressive engagement by achieving an 8.35% engagement rate, sparking enthusiastic conversations across platforms. Paid media further bolstered performance, with social content earning a 9.95% click-through rate (CTR).
The event drew such a large crowd that it reached standing room only. A key highlight was the intermission game show segment, hosted by moderator Ben Starr and featuring talent-led teams, with fan excitement spilling over into the post-show experience as fans eagerly left the showcase to queue for meet and greets with Kenny, Adam, and Ben. Yvonnie and LilyPichu recapped their PAX East experience during a livestream, resulting in a 14% spike in viewership within 20 minutes.
The campaign exceeded brand lift benchmarks on multiple fronts. Awareness of the FINAL FANTASY MTG release lifted by +16 points, surpassing the 10–15 point benchmark typically seen for new gaming awareness campaigns. Magic: The Gathering itself saw a +14 point lift in awareness, exceeding the 5–10 point benchmark for long-standing IPs. These results reflect not only the successful reach of the campaign, but also its ability to reignite interest among lapsed and broader audiences.
The Results
Top-Performing Engagement Rate
Top CTR (paid)
Total Views
Positive Sentiment on IG Reels
Lift in Awareness (FINAL FANTASY)
Lift in Awareness (Magic: The Gathering)
