MediaCom work for Harry Potter game to transform car parks

Harry Potter fans of all ages will get the chance to become the boy

sorcerer in a £1 million campaign for the new Electronic Arts

game.



MediaCom has devised a strategy for the pre-Christmas push designed to

cash in on the mania for Harry Potter and the Philosopher's Stone.



The campaign includes media stunts such as mirrored six-sheets overlaid

with specs so that fans see themselves as Harry. Posters carry the

strapline: "Be Harry Potter. Play the video games."



The agency also plans to wrap car park barrier arms at shopping malls so

that they look like Harry's magic wand. Ambient media is by T4.



MediaCom's group manager, John Walsh, says the strategy is to ensure

children have the role-playing, multi-format game on their

wishlists.



Parents will be reminded by posters near points of sale.



TV ads created by OWN&P will air from the end of November. Ads will also

run in the gaming press and the outdoor work will run in December.



TV was bought by Claire Oates while press was bought by Stephanie Field.