Driving book sales by activating the fans

Bloomsbury Publishing were looking for a way to promote their beautiful new illustrated editions of Harry Potter. We wanted to build buzz for the big reveal of the series’ most notorious villain: Voldemort.

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.

Our campaign included a website, social media advertising and influencer seeding, reaching over 300,000 people.The idea quickly picked up attention within the Harry Potter fan community, and 14,000 posts were made in just three days to #unveilvoldemort.