Bloc Media’s latest online marketing campaign for Electronic Arts (EA) targets a younger audience to promote the new computer game, Harry Potter and the Goblet of Fire.
This viral campaign, supported by online banners, invites gamers to ‘master the magic’ by watching and copying Harry and his friends as they cast a series of magical spells.
Taking the above-the-line marketing message of ‘Master the Magic’, gamers are immersed in a series of video clips from the game, where they are greeted by Albus Dumbledore, who asks the gamer to type in the letters of various spells, in order for them to ‘Master the Magic.’
Pedro Sanudo, European Senior Consumer Marketing & Online Manager, at Electronic Arts comments: “Harry Potter fans have grown to expect the unexpected. The online campaign that Bloc has created uses the powers of animation, interaction and sound, generating that feeling of magic and surprise, which targets our key demographic perfectly.”
Throughout the viral game the players witness various elements of surprise with creatures suddenly appearing and the feeling of levitation and water motion taking place on the screen.
Bloc’s animated banners allow for further interaction as players drag their cursor over the banner.
Rick Palmer, Managing Director at Bloc Media, comments: “Both the viral and the online banners immerse the gamer in the magical world of Harry Potter, where the unexpected is the expected and the mundane world of muggles is replaced with the magical world of wizards and wizardry.
“The viral is designed so that the last spell cast by the viewer fails, supporting the ABL activity and challenging the gamer to try harder to “Master The Magic” by visiting the official website. All of these qualities highlight our key objective to drive traffic to the official product site and increase word of mouth activity around the product release.”
Harry Potter and the Goblet of Fire is available for all consoles and handhelds.
Bloc’s online campaign is part of an integrated approach with the above-the-line campaign and print campaign developed by Wieden & Kennedy Amsterdam.
The film, Harry Potter and the Goblet of Fire, is being released on the 18th November with the console game released on the 11th November.