Warner challenged Bauer to ‘step it up a gear’ from their previous campaign surrounding the first Fantastic Beasts film, and make their next campaign bigger and better. Every piece of the campaign would be structured to drive Warner’s core objective – to bring Paris, the setting of the film, to life. This partnership would strive to create true and total integration, a partnership that would break the mould for branded content.
Bauer set about to seamlessly utilise the film and the location of Paris with Bauer’s editorial output, to distribute content to targeted Bauer brands. This would include lessons from wand experts, meeting the cast and interacting with influencers and listeners. Then, while in Paris, the Magic team planned to collect content from iconic locations that feature in the film with the aim to pull together a campaign story: live links, competitions and bespoke imagery.
In a world first, Magic delivered six outside broadcasts in 24 hours. Every presenter, every daypart headed to Paris, starting with the breakfast team live from the Eurostar lounge, to Nick Snaith on a studio boat on the Seine and then finally, Magic broadcast live from the red carpet at the world premiere.