Hollywood is getting in on experiential like nobody’s business as movie studios discover the value of live experiences that bring their entertainment franchises to life. Last March, Warner Bros. joined the trend when it transformed its “Harry Potter” trilogy into a 150,000-square-foot self-guided, three-hour tour that gave consumers in London a behind-the-scenes look at all of the unique artifacts, sets, costumes and props created for the movies.
An iPod touch-based Digital Guide transformed what could have been a passive museum experience into an interactive one. The guide featured photo galleries, behind-the-scenes video footage, interactive maps linked to hotspots throughout the exhibit and exclusive interviews with the films’ directors, makeup artists, costumers and more. Tom Felton, the films’ villainous Draco Malfoy, narrated the guide, which was offered in eight languages.
Nearly 4,500 people were surveyed after visiting the tour and 86 percent of them rated their experience as “Excellent” or “Very Good.” Muggle approved.
CAMPAIGN: Warner Bros. Studio Tour London: The Making of Harry Potter
CLIENT: Warner Bros.
PARTNERS: Thinkwell Group, Antenna International