In advance of its global expansion, Harry Potter and the Cursed Child needed to reaffirm its connection to the official Harry Potter franchise and increase worldwide awareness and ticket sales of the play.
We needed to create an experience worthy of the brand, so we took over the world’s biggest stage—Times Square—to do something that’s never been done before.
The epic event featured a jaw-dropping 60-minute immersive experience, hosted by Sarah Jessica Parker, utilizing nearly 360 degrees of breath-taking visuals and sound that magically danced across 51 separate screens.
We generated earned media and global amplification, bringing together over 50 top Wizarding World Influencers and shot a new TV commercial live at the event (that premiered 24 hours later). These combined delivered over 900,000 posts and 4,120,868,479 impressions around the globe.
The campaign won a 2020 Adweek Experiential Award, an American Advertising Awards Silver Addy Event Award, and The One Show shortlist. It was also featured as Adweek’s Ad of the Day, one of INC’s Top 6 Marketing Stunts of 2019, and one of Adweek’s Top 15 Marketing Innovations of 2019.
Watch highlights of the spellbinding event here.
