09/03/2019

HOW CURSED CHILD TOOK OVER TIMES SQUARE

INSIDE THE EPIC EXPERIENTIAL EVENT

On September 5, Harry Potter and the Cursed Child celebrated its global expansion with the launch of a worldwide campaign, which kicked off with an epic experiential event.

The activation featured an unprecedented takeover of 51 separate screens in Times Square, running from 43rd to 47th Streets. In partnership with the show’s producers, we designed and produced the event from end to end, working with eight outdoor media vendors to deliver a fluid narrative that played seamlessly across screens around the Square. The result was an immersive experience for spectators, with nearly 360 degrees of visuals and full sound. The takeover concluded with a first-look reveal of the show’s new branding and tagline: “Sometimes, Darkness Comes from Unexpected Places.”

The event was kicked off by Sarah Jessica Parker, while the show’s Broadway cast and over 50 Wizarding World influencers were onsite to witness the activation and instantly share it. Brand ambassadors circulated among pedestrians, distributing merchandise and celebrating with the cheering crowds. AKA’s content team shot the event in its entirety, releasing a brand new commercial within 24 hours of the event taking place.

As the campaign rolls out in other cities, we’re thrilled to have given audiences across the world synced exposure to the excitement that awaits them on stage.