WARNER BROS.

Warner Bros. Studio Tour London

Triwizard Tournament Summer Feature - PR Stunt & AR Experience

Context: Warner Bros. Studio Tour London was launching their new Triwizard Tournament Summer Feature and wanted to create buzz around it.

Insight: The Harry Potter films made magic feel real. So real, that some fans are still waiting for their Hogwarts letter.

The Idea: “Are you the next Triwizard champion?”

Since tech is the closest thing to experiencing real magic, we used it to turn memories into immersive experiences, turning passive nostalgia into active participation. Using Amazon’s ecosystem, we brought the excitement of the Triwizard Tournament into the real world, both digitally and physically.

Online fans had the chance to cast their names into the Goblet of Fire through an interactive AR experience, or encounter the magic IRL, with a physical, fire-breathing dragon installation traveling through the UK. Each experience was designed to brings fans closer to the wizarding world, with Warner Bros. Studio Tour London as the final stop.

Dragon on the Loose in London: PR Stunt

A fire-breathing Hungarian Horntail broke loose on the streets of London, creating an unmissable real- world moment that merged spectacle with story. At each site, fans could scan QR codes to access the AR Goblet of Fire experience on Amazon, seamlessly linking the physical activation to the digital journey.

AR Experience: “Goblet of Fire”

For the first time in 20 years, fans are given the chance to do what they’ve only dreamt of: enter their name into the Goblet of Fire. Reimagined as an immersive AR experience on mobile, this activation transformed a legendary moment, into a real-world competition, giving fans the chance to win a private guided tour of Warner Bros. Studio Tour London.