Final Fantasy x Magic The Gathering
Hasbro
LAUNCH CAMPAIGN
THE CHALLENGE
Magic: The Gathering, a legacy brand, faced declining mindshare, especially with younger audiences and in the APAC region. Against this backdrop, the goal was monumental: make the Magic x FINAL FANTASY set the best-selling in history.
This mission-critical objective had to be achieved under extreme pressure, defined by compressed timelines and the complexity of managing numerous international stakeholders at both Hasbro and Square Enix Japan.
Every decision required precise local market intelligence to ensure the campaign’s global success.
THE STRATEGY
Our strategy focused on igniting excitement among FINAL FANTASY fans by highlighting the crossover’s appeal and integrating similar franchise pillars into the media campaign.
We created immersive experiences tailored to each audience and market, emphasized self-expression opportunities through messaging, and engaged both passionate communities early in their relevant spaces to build awareness and trust.
Based on audience analysis and market opportunity, we recommended focusing efforts strategically in North America and Japan.
Japan
PAX East / Boston
Summer Game Fest / Los Angeles
RESULTS
The strategy delivered exceptional demand. Magic x FINAL FANTASY is already positioned to be the best-selling Magic set of all time based on pre-orders alone. Global pre-orders saw product selling out minutes after release, necessitating additional ordering to meet the unprecedented demand.