Beatwax

Brief: Warner Bros. Consumer Products asked us to conceive of a celebration of all things Potter that would showcase the huge breadth of licensed product offshoots, in tandem with the franchise’s numerous licensees. The huge swell of public interest, and near emotional hysteria, over the imminent final film in the franchise providing the perfect backdrop for our campaign.

Outcome: The distinctly Hogwartsesqe debating chamber at the old London County Hall, now part of London Film Museum, was the perfect setting for a wand duelling contest between rival fans. A knockout contest, hosted by our very own wizard, with premiere tickets up for grabs, ensured that fans were queuing in their thousands along the South Bank of the Thames before doors opened. Key partners including Lego, Tomy, Panini, Transworld Publishing, Electronic Arts Games, Lochaven clothing, Noble and Rubies, exhibited their licensed products and let Potter fans get their hands on them.

Alongside this, props and sets from the actual film were bought in. Most popular proved to be a green screen version of Quidditch, in which fans could sit on a broom from the film and take home a framed photo in full flight in pursuit of a snitch!

Interest was generated across the huge communities of fans on Facebook and social media to ensure widespread chatter online and deliver audiences to the event. Regular updates to all fan communities in regard to the rumoured and confirmed content of the experience ensured very lively discussion boards and forums. Fans were also encouraged to come dressed for the occasion resulting in wizards and students of Hogwarts being seen on Tube trains across the capital!

Key Potter bloggers (of which there are many) were targeted and invited to take part in the duelling contests for media and select fan groups in advance of doors opening.

A national PR campaign to consumer media and licensing trade publications supported the initiative.

Results:           

Widespread chatter and coverage among Potter interest groups across Facebook, and all the key fan/blog sites e.g. Snitchseeker, and other social or online media.

http://www.facebook.com/media/set/?set=a.10150249229812482.342943.64501422481

2,489 likes so far and over 200 wall posts

2,704 fans visited the exhibition on July 2^nd 2011

The Evening Standard covered the event in print to deliver a big hit at media in advance of the event happening. This was followed up by photos from the event featured online, which were also replicated in the Independent.

The Guardian also featured a photo and caption on page 9 from the event depicting fans queuing up outside in full Potter attire.

International print coverage included the Washington Post and the world’s second largest newspaper Asahi Shimbum.

Al Jazeera and Nippon TV were present and broadcast features are to follow.