Warner Bros. Games wanted to create buzz and drive pre-registrations for the upcoming Harry Potter: Wizards Unite augmented reality mobile game
Plan
Early in the planning process it was identified that cinema would be a key channel for teasing the game given the cinematic heritage of the franchise. Warner Bros. wanted to reveal more about the game in two strategic bursts and capitalised on the theatrical slate to achieve this. The first burst launching the first teaser trailer in the ad reel ahead of Fantastic Beasts: The Crimes of Grindelwald and the second launching in the Gold Spot ahead of Pokémon: Detective Pikachu targeting fans of the Pokémon Go game.
The contextually relevance meant Warner Bros. could create a real ‘moment’ in the reel, reigniting the fandom and building anticipation and excitement that could then be amplified by a wider digital content strategy ahead of release.
Results
Cinema helped Warner Bros. Games drive buzz and excitement, social sentiment tracking also showed that cinema helped drive huge amounts of online conversation.
Making cinema the home of the exclusive teaser propelled Harry Potter: Wizards Unite into a zeitgeist moment that drove conversation, word-of-mouth and ultimately made it one of the most pre-registered apps ever on Google Play Store.
