I was asked to create a social media campaign for Universal Harry Potter. I did that, and then some. I created a social interactive real-life event that involves social online media as well.
Harry Potter fans are mainly teens/young 20’s, and these people don’t have disposable income to spend on traveling to Universal and buying expensive tickets. HP fans are feeling Harry Potter deprived too – all the books are released and there’s only one movie left. These fans will love any opportunity to interact with other Harry Potter fans and live in the excitement again. I felt that a purely online campaign wouldn’t grab their attention, so I created events they could attend, and made it a game that took place in the real world.
This campaign gets fans excited about the Wizarding World park and Harry Potter itself. My idea is a nation-wide Quidditch game. Cars will be ‘dressed’ as the Quaffle ball and the Snitch ball from the game. The Quaffle ball/car will drive around the US, going to cities that are voted for by fans via twitter. To vote, fans will be told to mention #WizWorld_Quaffle in their tweets. The Quaffle car will go to whichever 5 cities with the most tweets/votes. Fan can dock points for another city by tweeting #WizWorld_Bludger, and then naming the city. This game format is following the rules of Quidditch, which will be fun for fans. People will not doubt tweet about seeing these dressed up cars too.
What’s the incentive to having the Quaffle car/ball come to YOUR city? With them will be a Harry Potter band (fans will know who they are). At the concert, one fan will win a discounted trip for 4 to Universal Themepark. The 150th person to spot the ‘Snitch vehicle’ will also win discounted tickets.
This campaign will be introduced via blogs and HP websites, and wait for the media to pick it up. Twitter fans will be tweeting about this, spreading the news. Ads will appear on relevant profiles of different social media sites, and keywords will be used to utilize SEO.
This is a great campaign because it brings fans together online and in real life, getting them excited about Harry Potter, making them want to visit Wizarding World even more and putting it on the forefront of their minds. They will participate because it is possible to win tickets themselves, and because they will be having a good time interacting with other HP fans and enjoying a concert in their city.
Click here for my slide-by-slide presentation.
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