Bloomsbury Publishing were looking for a way to promote their beautiful new illustrated editions of Harry Potter.
Fans had already shown interest in how their favourite characters would be represented in the new edition, and we wanted to capitalise on this and build buzz for the big reveal of the series’ most notorious villain: Voldemort.
Over the course of three days, fans were challenged to help reveal the image of Voldemort that would be used in the book. Every time they posted on Twitter, Facebook and Tumblr with the hashtag #unveilvoldemort, they helped move us closer to the goal.
Flying Object developed and produced the whole campaign, including website, social advertising and influencer seeding. The campaign reached over 300k people, and 14k posts were made to #unveilvoldemort.