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
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
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.