There were two primary insights that drove Sparkloft's campaign strategy:
- Warner Bros. Studio Tour London has incredibly passionate advocates. Sparkloft knew a teaser campaign rooted in a fan-favorite plot from the Harry Potter stories would play well to the audience’s passion.
- As a top London attraction, Sparkloft also wanted to build a campaign with out-of-home components that would inspire speculation and create buzz in the city.
Sparkloft developed an overall teaser campaign concept (#FollowTheSpiders), and executed the campaign in conjunction with partner agencies, activating the core Harry Potter fanbase with the help of official franchise partner's social media pages.