Etch Play X YRS TRULY
Trickery and social deception: How to support unusual announcements
When YRS TRULY approached us with a devious, sneaky plan to help promote Innistrad: Midnight Hunt for Wizards of the Coast's ever-popular Magic: The Gathering - we knew this was something we wanted to be involved with.
The mission? Launch a conspiracy blog about werewolves that looks so amateurish that people would believe it was created by a genuine werewolf hunter, with no web design skills whatsoever.
Amateurish, you say? No skills, you say? Naturally, our developers were well equipped for this task... [editor's note: hey!]
Lycanspiracy was born.
"As of November 2021, the #Lycanspiracy hashtag stands at 8 million views on TikTok" - YRS TRULY
Our contribution to Lycanspiracy was a cog in a much larger machine. To encourage further activity, YRS TRULY "sent werewolves to prowl the streets of London, Paris, Rome, Berlin and Madrid. Some videos were posted on TikTok, where they promptly went viral."
"We enjoy collaborating with Etch Play because, like YRS TRULY, they focus on the gaming industry – allowing us to combine our expertise."
"Plus, they're fun to work with!"
Inspired by conspiracy theory cork-boards, loaded with strings and polaroids, the blog looked like the work of someone who had seen a half-human half-wolf hybrid and jumped straight on Wix.com. Never mind the werewolves - for our design experts, the scariest thing here was some of the aethestics.
But sometimes, to support the weird and wonderful world of games, we need to work with and generate marketing ideas that are also weird and wonderful, and Lycanspiracy is a brilliant example of that. And yes, some clever people on Reddit figured it out pretty quickly. But this trick was also a treat, and a valuable part of a far-reaching campaign that generated interest in Innistrad: Midnight Hunt for thousands of engaged readers and fans.