Warner Bros. reimagines the trailer drop with innovative Twitter partnership.
BACKGROUND
Warner Bros. and Twitter have a long standing creative partnership and are constantly pushing each other to think beyond standard media tactics and raise the bar of what’s possible.
Fantastic Beasts: The Crimes of Grindelwald is a prime example of a truly integrated marketing campaign that broke new ground and created industry wide FOMO.
THE JOURNEY
The partnership started 18 months before the film’s release when Warner Bros. invited a small group of partners to visit the set in London to immerse ourselves in the Wizarding World and get an intimate brief directly from the filmmakers.
The ask was bold — WB expected deeply integrated marketing proposals that created mutual value through exclusive assets and access to talent in exchange for first-to-market innovation and co-marketing support.
Harry Potter is one of the most valuable entertainment franchises in the world
500+ million copies sold
$25+ billion valuation
But we discovered low follower overlap among the Wizarding World on Twitter
MARKETING CHALLENGE
Fans didn’t know that Fantastic Beasts is directly linked to the J.K. Rowling’s Wizarding World.
PARTNERSHIP STRATEGY
Twitter launched a global co-marketing campaign to unify the Wizarding World through a multi-platform trailer premiere.
WB launched a teaser on the TODAY Show that drove fans to watch the full trailer on Twitter.
Fantastic Beasts took over @TwitterMovies.
The exclusive trailer included a custom introduction from the cast that was produced by Twitter Studio.
A Tweet heard around the Wizarding World…
J.K. Rowling shared the Twitter Movies exclusive with her 14 million followers.
The Wizarding World joined forces to amplify the buzz with a super thread.
Digital OOH launched in New York, Toronto, and Tokyo to amplify real-time conversation and drive fans to Twitter to watch the full trailer.
Nasdaq Times Square
Yonge-Dundas Square, Toronto
Shibuya Crossing Tokyo, Japan
RESULTS
7 million video views
Twitter drove the most views of any social platform during the first 48 hours
55 million impressions
about Fantastic Beasts in 24 hours
+14% increase in association
between Fantastic Beasts and the Wizarding World on Twitter
