When Magic: The Gathering launched its Strixhaven: School of Mages set in 2021, I had the opportunity to serve as lead copywriter on one of the most widely celebrated campaigns in the brand’s history. Our multi-level marketing effort centered on a five-part global email sequence that introduced players to the set’s unique “college” identities, each with distinct philosophies and play styles. My work involved crafting copy that both immersed players in the Strixhaven narrative and strategically guided them toward key conversion points—preorders, product exploration, and digital engagement.
To extend the campaign beyond email, I also concepted and wrote the Strixhaven personality quiz, featured on the Magic: The Gathering website. This interactive element invited fans to discover which Strixhaven college they belonged to, while seamlessly connecting their results to corresponding product recommendations. By blending fandom immersion with a subtle ecommerce strategy, the quiz transformed passive site visits into active product discovery. The global response was remarkable—fans not only embraced the quiz but shared results across social channels, turning an individual experience into a community-wide celebration.
From a marketing strategy perspective, this campaign highlighted the power of multi-channel storytelling. Email served as the backbone for sustained engagement, while the interactive quiz functioned as both a data-driven recommendation tool and a shareable social asset. The result was a campaign that generated one of the highest positive sentiment scores ever seen in the Magic community. For me as lead copywriter, the success underscored the value of combining brand voice fidelity, interactivity, and conversion-focused copywriting to deliver both emotional resonance and measurable outcomes at scale.
Emilee Morehouse 