United States
WE HELPED DRIVE VIRAL CONVERSATION OF A TIMES SQUARE DIGITAL TAKEOVER
To promote the play’s global expansion and reveal it’s new tag line, Harry Potter and the Cursed Child took over Times Square to excite fans.
Mentions of the takeover on social
Harry Potter fans reached across social
uses of #CursedChild on social
The play utilized 51 digital billboards in Times Square to count down and announce the play’s new tag line “Sometimes, Darkness Comes From Unexpected Places".
Fans of Harry Potter shared imagery and drove viral conversation on social media. The crowd in NYC also consisted of 50 “Wizarding World Influencers”, the Broadway cast, and Sarah Jessica Parker.
All digital billboards used synchronized creative, featuring a live countdown of the announcement, Harry Potter casting a spell, and evil Death Eaters flying around the billboards.
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