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Warner Bros

The Great Exam – Return to Hogwarts

( Event, Public Relations, Influence )

How to surprise Potterheads — a community of increasingly demanding fans

( OUR INFLUENCE )

Ride one of the most eagerly anticipated dates in the wizard calendar: “Return to Hogwarts”

( INSIGHT )

“Muggle? Horcrux, Hippogriff, Mandrake… a semantic universe unique to Harry Potter”

( ALIBI )

Test fans’ knowledge in an iconic “place of learning” that inspired Hogwarts.

( ACTUALITY )

  • When two landmarks meet: the mythical Bibliothèque Sainte-Geneviève hosts the Harry Potter franchise.
  • Over 3,500 passionate fans gathered to take on the challenge of the Great Exam — with more than 125,000 participating online.
  • A test of 40 questions about the Harry Potter universe.
  • 7 sessions of 500 participants each (one session every 2 hours).
  • Intervention of the French voices of Dolores Umbridge and Draco Malfoy.

IMPACT

( 100+ ) high-reach press coverage (Elle, Le Figaro, Le Parisien, Le Bonbon…).
Coverage on TV and radio throughout the day (Europe 2, Fun, NRJ, TF1 Bonjour!, France 2 Télématin, and more).

2 minutes featured on M6’s 12:45 news, plus presence on Konbini and Brut.

Reach of over ( 350 million ) and over ( 11 million ) people reached on social media.
ROI ( ×5 ) and over ( 3 ) months of intense communication and passionate community engagement.

“

La force de Marie Antoinette réside dans sa fluidité de travail et sa capacité à co-construire avec le client, tout en maintenant la cohérence et une exécution irréprochable.

C’est une agence créative, engagée, qui aime profondément son métier. Cela crée immédiatement un lien de confiance.

NATHALIE LAWSON CMO, Experte Digitale & E-Commerce ( Warner Bros )