Longtime Magic players may remember the Helvault promotion, tied in with the Avacyn Restored pre-release. Stores regegistering to host pre-releases received Helvaults to open during the pre-release as players completed certain activities, such as playing a type of card or winning a match. It was a pretty cool idea as players really wanted to see what was inside. Unfortunately, some retailers decided to show them what was inside early and posted videos to YouTube showing the contents. Ruined the anticipation of the event for everyone else, which is likely one reason Wizards has not run a similar promotion in the years since.
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