MARKETING AND SOCIAL CAMPAIGNS
All of the product launches and large scale editorial projects i've worked on required marketing and social campaigns. Here are a few of my favourites.
The Patronus Experience began with a series of teaser videos and images on Pottermore's social channels. Once launched, we worked with several media outlets to cover the release, created many Patronus focused pieces of editorial content and actively joined the conversation on our social channels. For an additional push, we recruited Eddie Redmayne to discover his Patronus. The response was massive.
For the brand wide 'Read the Magic' campaign, Pottermore created a series of animated gifs to launch over the course of fourteen weeks, leading up to the release of Harry Potter and the Cursed Child.
For the relaunch of Time Out London, advertising was designed to go on all city transport. Several taglines were created with the brand's distinctive tone of voice. The website was redesigned to take advantage of the traffic that was expected from increased circulation. And to add to the day of the launch, celebrity impersonators were seen around London reading the first issue.
For the launch of the Hogwarts Experience, a series of pre release videos were created as well as a full length launch video for broadcast. The experience was released on 1st September 2017 to tie into '19 years later' from the epilogue of the seventh book. That timing garnered huge attention from media channels and the fan community. In addition, we partnered with Twitter to release an emoji celebrating the day.
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To launch the Pottermore Art Collection, a behind the scenes video was created for the media to highlight the creativity of the artists involved. A new instagram account was launched to focus on the products. A one week pop-up shop in Notting Hill was programmed with artist events and speakers to highlight the work. And the shop was refreshed with a focus on the new Art Collection.
To launch new writing on wizarding schools by J.K. Rowling, Pottermore teamed with Blippr at Celebration of Harry Potter at Universal Studios Orlando. The creation of an interactive experience at the largest gathering of Harry Potter fans extended the reach of the new writing. Supported by an extensive social and editorial plan, the content was seen by over a million unique visitors over the first few days of release.