Turning Fan Frustration into Fan Delight.
Situation
Harry Potter fans desperately wanted new material from the original books and films, and there was none on the near horizon. Thus, the franchise was at risk of attracting new fans as the books, movies and core fans age.
Strategy
Turn the fan passion up with a new digital/social media strategy and the introduction of two new shows celebrating the love for Harry Potter and the Wizarding World.
Story
Through masterful talent relationships and visionary producing, not one, but two new shows were created in one year around Harry Potter. Harry Potter: Hogwarts Tournament of Houses, a fan-based game show hosted by Helen Mirren and the Harry Potter 20th Anniversary: Return to Hogwarts, a reunion special with the cast and crew. Additionally a new digital, fan-forward strategy led to a focus on 3 key areas: introducing Harry Potter to younger children in an age-appropriate way, recognizing and celebrating the fans and providing more content based off the original source material.
Results
Harry Potter: Tournament of Houses debuted as cable’s top new unscripted show of the year.
Harry Potter 20th Anniversary: Return to Hogwarts ranked in HBOMax’s top 10 series on the service at launch.
wizardingworld.com and the Harry Potter social media channels drove 20% higher engagement yoy with a 10% increase in driving sales to Harry Potter consumer products and services.
Harry Potter 20th Anniversary: Return to Hogwarts
