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Magic: The Gathering x KPop Demon Hunters Secret Lair

PR Campaign
Tuesday 29th September, 2026

Magic: The Gathering teased a Secret Lair collection featuring KPop Demon Hunters, Marvel and Labyrinth, hiding clues in images for an upcoming “Corn Maze” Superdrop. A Korean-hat-wearing magpie points to the KPop Demon Hunters character Sussie, giving fans a playful puzzle to solve ahead of the 12 October release.

Why it worked: It turned a release date into a scoop via legal fine print and visual Easter eggs, letting journalists decode and claim the reveal.

The lesson: Consider seeding a dated teaser with decipherable legal credits and image clues so reporters can “discover” the announcement first.

Magic: The Gathering Netflix
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Coverage over time

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What is this?

Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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Does this track sponsored posts, or is it earned media only?

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What does "ranked by coverage" mean?

It's ranked by the volume of coverage that talks positively about the campaign. We count the outlets covering it, then give a boost to campaigns whose coverage is positive, and those with negative coverage drop down. We're not weighting by outlet size or reach.

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