Throughout the campaign, DMM & WB partnered with various social platforms for exclusive social activations that were the first of their kind. With Twitter, we debuted Fantastic Beasts-themed stickers and crafted “spells” using emojis generated through hashtags, which when casted correctly, would unlock an exclusive scene for users to watch. For Facebook, we were the first film brand to use the Profile Video feature, as it was only available to celebrities and general profiles. The Profile Video also helped debut our Fantastic Beasts profile frame, that users all over the world could add to their profile picture and share their excitement for the upcoming film. We also helped launch the film’s presence on Google’s Knowledge Panel feature, which would show users exclusive content and information whenever “Fantastic Beasts” was googled.
Although J.K. Rowling’s Wizarding World had an established fan base from the Harry Potter franchise, our campaign focused on introducing this new franchise to audiences of all ages, including the Potter fans who grew up with the franchise. Content geared towards the new audiences elevated a tone that the film contained magic that “grew up” and dealt with more adult-like situations. Previous fans of the Harry Potter franchise were also targeted with specific content along the lines of “Before Harry Potter, there was…”, which aimed to connect the two franchise series, while establishing their clear differences. Above all, our campaign strove to entice users to see the film and be part of the magic, even if just for a few hours.