Best Entertainment Integrated Ad Campaign

Social media Working in tandem with the official Harry Potter UK Facebook Fan page, ‘Join the Final Battle’ is an application on the Facebook platform for fans in the UK and Ireland which enables them to come together to celebrate the countdown to the conclusion of the film franchise and join together to unlock exclusive content for HARRY POTTER AND THE DEATHLY HALLOWS: PART 1 & 2. Fans have viewed exclusive launches of the film trailers and won tickets to the world premiere in London. Since the application’s launch the Harry Potter UK Facebook page has become the most ‘liked’ film related fan page in the UK on the social media platform with over 925,00 fans and counting. PR We set out to take Harry Potter beyond the realms of pure movie entertainment by creating the cultural online event for 2010. No stone or site was left unturned as we achieved total Potter online domination; online coverage to date stands at over 800 pieces of coverage across 250 individual websites. By driving to our Harry Potter UK Facebook page through our PR campaign and promoting on site coverage on the page, we were able to ensure both social media and PR supported each other throughout the campaign, helping us to reach 925,000 fans on the Facebook page. Creative The creative campaign focused on the week of release and was delivered across to 12 territories, for which THINK JAM created high impact ‘out of spec’ media takeovers by selecting key scenes from the promotional material and transferring them online. As the overlay components exceeded standard specs, ad duration was kept short in order to avoid user disruption but also to drive further engagement. This produced results which exceeded all expectations with interaction and click through rates being the highest seen for this client, but also across all front page executions online.

Contributors:

Louise Brennand:	Account Director - Think Jam
Daniel Robey:	Managing Director - Think Jam
Paul McGregor:	Creative Director - Think Jam
Charlotte Clark:	Head of PR - Think Jam
Kezia Toner:	Marketing Manager - Warner Bros
Danni Murray :	Director of Media and Marketing Partnerships - Warner Bros
Efi Valdramidou:	New Media & Interactive Marketing Manager- Warner Bros

THINKJAM

Location: UK