Warner Brothers
“Passport to the Wizarding World” / App Design + Launch
As the world of Harry Potter continued to evolve and expand, JK Rowling and her team saw the need to bring together the entire “Wizarding World” in a cohesive way. We saw an opportunity to create premium experience that would set a new standard for the direct-to-consumer, fan relationship on a global scale.
Our solution was to treat the fans not as outsiders passively watching the story but create a new cross-platform premium experience that made fans feel as if they were part of the story by creating a social media experience only available here.
We brought together all aspects of the brand including books, movies, theatre shows, games, merchandise, and more in a redesigned platform and subscription service. This project included dozens of assets built over a year-long relationship. Below are a sample of those assets and you can see the site here. We drove the strategy, identify, design, creative and experiential marketing of the subscription service.
We leveraged AR and mixed reality to bring the user deeper into the world through the ability to learn, and cast, their own spells and summon creatures and characters from the Wizarding World. These experiences tied directly into the e-commerce experience, encouraging users to either start a new Wizarding World subscription or upgrade their current one to unlock additional spells, and content.
Since the subscription service was a key aspect of our business plan, we crafted social media-worthy unboxing experiences. Gold-level membership members received this package to celebrate their entry into the Wizarding World.
One of the most popular features of the experience was the in-app, and AR sorting hat experience. The sorting hat experience was activated at key fan conventions globally.
The experience was so embraced so fully by the fans of the franchise, that we soon adapted it across all platforms.
