About the project
For the release of the ultimate episode of the Harry Potter film series, we organised a major national competition to elect the city where the official pre-screening of the film would take place. The combined strength of the fan community and a feeling of belonging to a town meant the competition truly exploded. The commitment and motivation of the fans allowed the different cities to move up in the ranking system via online challenges and real life actions. The final challenge was organised live and aired on a special RTL radio programme hosted by famous speakers. The media buzz was so great the competition benefitted from national media coverage costing several million Euros.
The plan of action really took off - it was just amazing. It blew out of all proportion, now we have to try and do even better!
-Emmanuel Durand – Marketing Director Warner Bros