|Buying route||Film Packs|
|Target Audience||16-34 Adults|
|Creative Agencies||Wieden + Kennedy US|
Warner Bros. Games wanted to create buzz and drive pre-registrations for the upcoming Harry Potter: Wizards Unite augmented reality mobile game.
- 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.
- Burst 1 would engage the core Wizarding World fans by launching the first teaser trailer in the ad reel ahead of Fantastic Beasts: The Crimes of Grindelwald.
- Burst 2 would engage fans of Pokémon Go (as Wizards Unite had also been developed by software company Niantic) by launching the second major trailer in the Gold Spot ahead of Pokémon: Detective Pikachu.
- The contextually relevant and engaged nature of the audiences for both films 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.