CASE STUDIES

SCHOLASTIC BOOKS : HARRY POTTER BOOK TOUR

CHALLENGE

Scholastic approached UCG Marketing with a challenge to build loyalty to the Harry Potter book series while promoting the release of the 7th and final Harry Potter book, Harry Potter and the Deathly Hallows. In addition to building brand loyalty and promoting the release of the newest installment, Scholastic was also committed to increase book sales and enhance it’s relationships with libraries on a local level.

SOLUTION

• Executed a 15-city tour to promote the debut of the latest Harry Potter book, kicking off on NBC’s The Today Show, traveling to 37 libraries nationwide to host special fan events and concluding with a party at Scholastic Headquarters
• Brought popular features of the book to life to create a memorable experience and garner an instantaneous creative connection for fans
• Traveled the country in a custom designed triple decker Knight Bus complete with interactive experiential component, authentic props and features from the book and custom video kiosk
• Created an online extension of the program by having fans create a 20 second video message confessing their predictions for the final book, their love for Harry Potter, and more which were posted online after each event

RESULTS

• Garnered 2.5MM event impressions
• Hosted over 22,600 event visitors
• Collected over 4,000 user generated video messages