With 12 million fans worldwide, Magic: The Gathering is the undisputed #1 trading card game on the planet. Wizards of the Coast asked us to help them tap into the rampant speculation their fans engages in before new card are released with the goal of bringing lapsed players back into the fold.
We decided to take the conversation to the platform where it can spread the fastest: Facebook. We created a custom application through which new card information was slowly revealed exclusively to the Magic: The Gathering Facebook fans. The App featured built-in commenting and sharing features allowing users to participate in conversation and spread the word with as little friction as possible. Development was done with future sets in mind, making updates to the App easy and increasing the return on initial investment over time.