When Magic: The Gathering partnered with the BBC to launch a collaborative set with Doctor Who, I served as lead copywriter for the global marketing campaign. This multi-level effort required weaving together the lore of two iconic brands while driving engagement through multiple touchpoints. Our team executed a five-part email sequence designed to introduce players to the crossover, highlight new product offerings, and build anticipation leading up to launch day. My role centered on ensuring each email delivered both narrative excitement and clear conversion pathways, balancing fan enthusiasm with strategic messaging.
A key component of the campaign was the interactive Doctor Who personality quiz, which I concepted and wrote for the Magic: The Gathering website. Designed to reach a global fan base, the quiz not only engaged players through character-driven storytelling but also functioned as a product recommendation tool. By aligning quiz outcomes with specific Doctor Who product releases, we created a playful yet effective bridge between fandom identity and purchase decision-making. This approach turned what could have been passive traffic into actionable leads while offering fans an authentic, shareable experience.
From a marketing perspective, the campaign succeeded in integrating brand storytelling, data capture, and e-commerce goals in a seamless funnel. The copywriting challenge was twofold: remain true to the distinct voices of both Doctor Who and Magic: The Gathering while guiding players toward clear CTAs across channels. The result was a campaign that not only celebrated beloved IPs but also demonstrated how interactive content and carefully crafted copy can work together to deepen engagement and drive measurable outcomes at scale.
Emilee Morehouse 