Harry Potter: Tweet-tastic Campaign

Here’s the fact: I love Harry Potter and I’m addicted. So, in light of my excitement for the November release of the new Harry Potter movie, I thought it would be interesting to take a look at some Harry Potter promotional social media campaigns.

I found an article about a Twitter campaign about Harry Potter. This Twitter campaign was used mostly in the time before the release the movie, Harry Potter and the Half-Blood Prince. The beautiful thing about this campaign is that it was very successful and only used one social media platform, Twitter.

Here are some of the basics of the Twitter campaign. The website, harrypottertweet.com (which after further investigation, no longer exists), allows Tweeters to cast spells on their friends. Users can choose from a variety of spells from a spell book to cast. According to the article, some of the spells include sending a love potion, casting a darkness spell that will turn the users Twitter dark or to send a flock of birds flying across the screen. The following screen shots are from the article because I couldn’t look at the original website.

The little magical bird, cute yeah?

Nice motion happening

The best thing about this campaign, which I also agree with the analysis of the article, is its simplicity. This campaign proves that sometimes, an effective campaign doesn’t have to be complex with many elements.

So, here’s the breakdown:

  • This campaign had longevity as it was still being used March 9, 2010, when the article was published. (I”m not sure when the website officially went offline.)
  • Of course, people also love the little tricks that they can do to their profiles and this campaign provides that.
  • There was a lot of branding that went into this campaign. Plus, all of the Harry Potter fanatics went crazy for all the Harry Potter terminology and visuals.
  • My favorite part of all, the graphics. I’m a designer at heart, and nothing is better than a well designed campaign.

Now that you’ve gotten a taste of the article, let’s talk application beyond Harry Potter. The first thing that caught my eye about this campaign is its simplicity because I think many things are better off simple. With as big of a following as Harry Potter has, the simplicity is perfect. There isn’t any need to tell people what Harry Potter is, so the promoters only had to feed off of the Harry Potter buzz that already exists. Another movie that could probably use a simple campaign would be Twilight. Twilight already has a huge fan base and knowledge of the brand. Promoters could do something simple to feed on the hype that is already there to possibly promote the final movie in the series.

Here is some food for thought (and for comments as well). What do you think about simplicity when it comes to social media campaigns? What situations would simplicity be effective? What situations would it be ineffective?

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