The November 2016 release of Warner Bros’ Fantastic Beasts And Where To Find Them – a spin-off of the Harry Potter series – was generating huge excitement. Written and produced by Harry Potter author J.K Rowling, it is the first in a planned series of movies that follows the adventures of wizard Newt Scamander. With a massive buzz surrounding the film, it was our role to fuel this hype even further and to drive people to go and see it.
Magic Radio is a national brand, broadcasting on 105.4FM in London and captivating listeners across the UK via numerous platforms including DAB Digital Radio, Freeview, Sky, Virgin Media, Magic.co.uk and on the Magic app. Its ability to reach listeners all over the UK, through a variety of different mediums, made it the perfect platform to promote the film to Warner Bros’ core family audience. The breakfast show, Magic in the Morning with Nick Snaith, boasts the station’s biggest audience and provided the perfect interactive platform to promote the film. Nick became Magic’s very own wizarding wonder, leading on-air conversations about Fantastic Beasts and waxing lyrical about the station’s love of the franchise. With 1920s New York providing a stunning backdrop for the film, we decided to inject even more magic into listeners’ mornings and take the breakfast show to the Big Apple. Through our broadcasts, we took them on a journey into the movie’s magical wizarding world, taking them into the heart of the city and the film itself. To mark this exciting new release, we also decided to so something Magic Radio had never done before and rebrand the entire morning show.
We created a three-week partnership between Magic in the Morning, Warner Bros Pictures and Virgin Atlantic to create Magic in New York. Not only was the breakfast show rebranded, reimaged and renamed, it also broadcast live from London Heathrow Terminal 3 and Virgin Atlantic Clubhouse. The show then continued as it moved from the lounge to the Virgin Atlantic aircraft and, in a UK radio first, it was broadcast live from a plane 35,000ft in the air as the presenters took the audience on an enchanting journey to New York!
The campaign began with a competition giving listeners the chance to head to New York with Magic in the Morning for the world premiere of Fantastic Beasts And Where To Find Them. The station invited budding wizards to come with us to tell the story of Magic in New York. But the prizes didn’t stop there! The competition continued through to the airport, where Virgin Atlantic tickets to New York were given away live on air for that very day! The Virgin Atlantic flight itself was themed around the magical new adventure and featured wand teachers, cosplay, exclusive film footage and mixologists. This enchanting mix of entertainment helped bring the film further to life on air for our listeners.
During the build-up to the world premiere, there were live outside broadcasts from New York every morning, featuring super fans of the film, content about New York and competitions to give further Virgin Atlantic flights away. Magic’s entertainment presenter, Nat, interviewed the film’s stars and the highlights were then shared across Magic’s multiple platforms (social, digital and broadcast) as well as across Bauer Media’s entertainment hub. At the premiere, Magic in New York reported live from the red carpet before the presenters watched the film with the competition winners.
Following the New York trip, the Magic in the Morning entertainment team attended the London premiere, capturing further video and audio content that was shared across Magic and Bauer City Networks. On release day, a full-day takeover of Magic Radio took place, with competitions to win tickets to the Warner Bros studios featuring alongside heavy social and digital media support to further drive the audience to go and see the film. Finally, post-release, Magic celebrated Fantastic Beasts And Where To Find Them smashing the box office on the opening weekend, with entertainment bulletins promoting this success and continued social and online support.