Pottermore: Patronus launch
Fans had been waiting excitedly to find out their Patronus - a magical protector from evil or harm which is specifc to the user within the Harry Potter series - ever since J.K. Rowling announced it was in development in 2016. Our main objectives were to delight our audience, augment users wizarding identity, and drive membership of the website, but most importantly to do all this by creating an innovative digital experience like no other. Our strategy was wholly informed by our in-depth knowledge of our audience and what they respond to, and was designed to create the maximum buzz possible.
Our teaser campaign began 24 hours out from launch, and worked our fans up into a frenzy of anticipation, as well as turning the eyes of the press onto our channels. We undertook a social media blackout which was more effective in driving engagement and coverage that anything we’d ever done before, attracting the eyes of publications including TIME.com, Bustle and MTV. Our enigmatic silence worked wonders for the campaign, as it only served to make fans wonder even more.
Breaking the announcement on The Today Show, the experience became a cultural phenomenon, even inspiring memes and many celebrities and influencers opted to reveal their Patronus. #ExpectoPatronum’ trended on Twitter, we featured twice on Twitter Moments and ‘Pottermore’ trended worldwide on Facebook.
We also harnessed the positivity associated with casting a Patronus, by creating a secondary campaign asking users to share their happiest memories with us and collating these with customisable digital display software, Tweetbeam which drove additional engagement across all earned and owned channels.
Since launch, we have continued to sustain engagement and interest in the experience by revealing the Patronuses of film talent associated with the franchise, which has continued to drive KPIs and strengthen the positioning of Pottermore as innovative and the digital heart of the wizarding world.
To date, millions around the world have discovered their Patronus and the experience continues to delight.
www.pottermore.com/patronus