In the eight days leading up to the announcement on the ground at “A Celebration of Harry Potter,” the integrated campaign launched on social media with an unbranded Instagram account (@followthespiders). All Warner Bros. Studio Tour London social media posting went dark except for campaign messaging, which directed users to “#FollowTheSpiders for an exclusive announcement.”
The campaign creative was inspired by Harry a Potter plot, which was instantly recognizable to core fans, who began speculating on Twitter, Instagram and Reddit within a few hours of the campaign launching. Partner agencies extended the concept with a traditional out-of-home media buy and press outreach.
Once the announcement was made on the ground in Orlando, the @followthespiders Instagram account “unlocked” to reveal the Forbidden Forest announcement as it was revealed on-stage at “A Celebration of Harry Potter.”