Zendikar Twitter Bot for Magic: The Gathering | interactive content

Coinciding with our treasure chests campaign for Magic: The Gathering, we created a Twitter bot which allowed anyone to embark on a Zendikar-themed digital adventure with very real treasures from MTG and noblechairs.

Gaming creators and fantasy writers created a hundred challenges inspired by Zendikar. Each challenge was translated into five languages, and at the hour, every hour, five different bots would tweet a new challenge that participants could then complete.

Over the course of a week, the bots earned a large number of impressions among a relevant and highly engaged audience. All five bots achieved an engagement rate of 660% over Twitter's benchmark. The sentiment of the campaign was overwhelmingly positive.