Harry Potter
Warner Brothers
The Brief
For the theatrical release of the latest Harry Potter Film Hyperlaunch were briefed with promoting the film online. Working within very tight creative guidelines and with many assets provided by the US Hyperlaunch had to bring it all together into an online campaign that maximized exposure and coverage.
The brief was fairly open and WB asked for Hyperlaunch’s recommendations on many aspects
For the DVD release, which occurred shortly after the theatrical release, the problem was finding assets and PR stories that were different to the theatrical campaign.
Deliverables
For the Theatrical release
Online PR campaign
Website enhancements (website produced in the US) including datacapture competition
Social network coverage
Widget production
Asset creation and localization
Trade communications
For the DVD release
Buzz research to understand what the online communities were saying about the movie. This was used to drive asset production and online PR.
Results
Online PR - Major coverage on 100’s of sites, inc..
• AOL (8,000,000 uniques)
• BBC Entertainment News (9,300,000)
• MSN (19,000,000)
• News of the World (9,000,000)
• Popcorn (5,500,000)
• Telegraph (10,000,000)
• Yahoo (20,000,000)
Homepage features, trailer placements, cast interviews, exclusive content deals, fully branded pages etc
Equivalent cost of 2.6p cpm uniques
Website competition attracted 10,000 competition entries
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