Lycanspiracy for Magic: The Gathering






The Background


For Magic: The Gathering’s Innistrad: Midnight Hunt, we created our own conspiracy theory, supported by anonymous voices online. According to this conspiracy... werewolves are real. 


The Activation


To further support it, we sent werewolves to prowl the streets of London, Paris, Rome, Berlin and Madrid. Footage captured during the “sightings” was disseminated in local neighbourhood groups by a team of community managers. Some videos were posted on TikTok, where they promptly went viral.  

To provide a hub for the campaign, we created a website that doubled up as a blog. It held all the posts detailing werewolf sightings, content creator coverage and the slow transformation of the author, who, with the last post, finally became a werewolf.



24 content creators from Germany, France, Italy, Spain and UK looked for clues behind the mysterious appearances, attracting views across YouTube and TikTok

We also shot the reveal video for the culmination of the campaign: an annuncement that Magic: The Gathering was behind it all. 

Currently, the #Lycanspiracy hashtag stands at 8 million views on TikTok.








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