Challenge

Bloomsbury were publishing a new, illustrated Harry Potter series for big fans. How can we use fan communities to get the message out?

Strategy

What will Harry Potter fans want to know more than anything about an illustrated copy of their favourite book? What Voldemort looks like, of course.

Idea

#UnveilVoldemort: a simple online site that slowly unveiled a picture of You-Know-Who whenever fans posted the spell #UnveilVoldemort to a social channel.

14k

 social posts using the hashtag in 1 week

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