“Fantastic Beasts and where to find them” is a part of  “Harry Potter universe” created by J.K. Rowling. Do you feel the new portion of magic? Silicon valley and Hollywood cooperated in co-promotion of their products: Facebook and Twitter, Google and Amazon became a part of wizard’s world. 

 

Some things about the new Harry Potter movie spin-off 

Save the date: the new movie of Harry Potter universe is coming, Fantastic Beasts and Where to Find Them, is releasing on November 18. Making audience involved by social media platforms is a usual Hollywood trick – we used to search for early trailers and behind-the-scenes footage from upcoming films. For example, the promo already involved 1.8 million followers to the Beasts and Potter communities.

Actually, Fantastic Beasts is not an exact Harry Potter movie. This is a story about the adventures of writer Newt Scamander in New York’s secret community of witches and wizards 70 before Harry Potter got this book to study at Hogwarts.The film directed by David Yates (director of the last 4 parts of Harry Potter), and the amazing thing – Joan Rowling debuted as a screenwriter of a film. One more fact – Warner Bros. is making a new “Potteriana” from it – post-Potter franchise is going to consist of five films.

You know what does it mean?

“Fantastic Beasts and where to find them”. Promotion. Google, Twitter, Facebook, Amazon.

«Win-win strategy» mode on

The growth of magic universe for the next years (also financial – e.g. the combined Harry Potter films grossed $7.7 billion) and reputation of J.K.Rowling anticipated beneficial and stable way of partnership – new movies, theme parks, merchandise.

For Google, Beasts becoming a profitable way to promote its new Pixel smartphones and Daydream View VR headset – it is launching a series of branded promotions that goes far beyond showing sneak peeks. «Our goal is to build a Google for each person», – says CEO Sundar Pichai of the Daydream View.

And for the first time ever, Amazon is integrating fans into its ecosystem by a new campaign integrating into a search engine. Warner brothers are on the cutting edge of newest techs. «That it’s very of the moment. That it’s cool for young people. It makes it a cultural destination, and that’s our ideal. We want to associate with all these new products because it makes the film a cultural destination in a way that you can’t do by regular advertising.» – says Blair Rich, president of worldwide marketing for Warner Bros.

 

High-tech wizards

Let’s talk about the impact of Sillicon Valley. The integration of Google to the campaign is pretty high. First – Daydreamer headset, enabled only through Pixel phones: «To be able to bring a completely magical part of our film to life through that platform, where you get to go into Newt’s case and explore this completely otherworldly world that J.K. Rowling created—it’s pretty spectacular,» – says Blair Rich, president of worldwide marketing for Warner Bros.

“Fantastic Beasts and where to find them”. Promotion. Google, Twitter, Facebook, Amazon.

Google also integrated Fantastic Beasts into Google Maps! Can you imagine, that you can simply dive into a New-York locations from a movie and to visit places from a film, like MACUSA (Magical Congress of the USA), Steen National Bank, the Blind Pig pub etc. For real fans there’s a Magical Map site, completed with music, moving images.

The other thing is integration with google android phones. Voice activation program «OK Google» can activate some phone functions: «Lumos», turning on the phone’s flashlight; «Nox» turns the flashlight off; «Silencio» silences the phone. (Yes, just «Lumos», «Nox» and «Silencio», no «Avada Kedavra»).

“Fantastic Beasts and where to find them”. Promotion. Google, Twitter, Facebook, Amazon.

“Fantastic Beasts and where to find them”. Promotion. Google, Twitter, Facebook, Amazon.

Special set of emoji stickers is available on the Google Allo Messenger. Moreover. YouTube creators have started recreating content inspired by the wizarding movie at Google’s newly opened YouTube Space in London. One more thing – within its search function, Google rolled out contextual Beasts promotions. If you search for showtimes in Google, you’ll be shown exclusive content from the upcoming film.

But not only Google cooperating with Beasts to promote phones and VR sets – Amazon integrated 5 spells into a search bar, which are going to show magical effect before taking to a Beats landing page with a info and merchandise products.

 

What about social media?

“Fantastic Beasts and where to find them”. Promotion. Google, Twitter, Facebook, Amazon.

Twitter in October launched special emojis and hide clips from a film. You can unlock emojis by typing in hashtags based on the characters (#FBNewt, #FBTina, #FBJacob, #FBQueenie), beasts (#FBBowtruckle, #FBThunderbird; #FBNiffler, #FBSwoopingEvil), and objects (#MACUSA, #NOMAJ, #NewtsCase, #FBTickets) from the film.

To unlock the clip you need a spell, that is what is written in Beasts account: “With your Wizarding skills, you can tweet an emoji combination today that activates the spell to unlock exclusive #FantasticBeasts content!”

Besides Facebook’s campaign, Fantastic Beats was also presented via Facebook Live. Fans got an opportunity to ask questions to cast members at VidCon and Comic Con in San Diego. Also, from October there’s a possibility to upload a movie-themed profile frame from a Facebook page, where on the bottom you can find magic case and wand.

 

Is it magiс? No, just marketing

That’s actually great, that by interpreting technologies we have an opportunity of such a great interaction. We can even to dive into the wizards world, even if it’s just a marketing campaign. Have you ever dreamt to be a magician? Just spell «Lumos» to your google phone and twit the result!

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