Kathleen Burns Does Fantastic Beasts Marketing Ride on Harry Potter‘s Success? Kathleen Burns 92 13 2 10 92 13 2 10
"Fantastic Beasts and Where to Find Them" is one of the most talked about movies this Fall which is odd considering how little the audience knows of the story. Much of the movie content is sourced from Pottermore and J.K. Rowling's writings after the Harry Potter series completed. The original source material that the movie is named from is a thin book written by Newt Scamander which includes monster descriptions and images. But the marketing for Fantastic Beasts has banked on the existing market of the Harry Potter fans and uses it as a platform to build and attract a new audience.
Has the "Fantastic Beasts and Where to Find Them" movie missed out on the prime opportunity to focus on what differences it can provide for audiences? Are they taking advantage of the Harry Potter brand?
We take a look at their social media marketing practices and their top keywords to find out to find our answers. This is by no means a comprehensive analysis, but an insightful glance into their marketing tactics.
"Fantastic Beasts and Where to Find Them" By the Numbers
As of the date of this publication, "Fantastic Beasts and Where to Find Them" has amassed a decent social media following:
- Facebook: 2,153,926 fans
- Twitter: 234,000 followers
- Instagram: 409,000 followers
A Magical Analysis of the Fantastic Beasts Marketing
Review Based Social Media
Rotten Tomatoes has become one of the most recognized movie review websites in the business. The stamp of the Rotten Tomatoes rating used on some of their social media images is a smart way to reinforced the quality of the movie by fans.
Find out what review websites your audience trusts and ensure your product receives honest reviews there.
Before #HarryPotter, there was Newt Scamander. @jk_rowling's wizarding world returns on Friday in #FantasticBeasts! https://t.co/uy5YhDZQBK pic.twitter.com/jh10cZIyfL
— Fantastic Beasts (@FantasticBeasts) November 15, 2016
Callbacks to the Original Brand
Tap into the existing fanbase of the main series to draw in new and old fans alike. Brands that have multiple spin-off series do this tactic all the time.
There's nothing wrong with a little bit of school rivalry between Ilvermorny and Hogwarts. #FantasticBeasts pic.twitter.com/6bhWbyoyTb
— Fantastic Beasts (@FantasticBeasts) November 10, 2016
The Patronus is one of the most powerful defensive charms known to wizardkind. Discover yours on Pottermore: https://t.co/qM65XFgu8S pic.twitter.com/0BTTuoWDQo
— Fantastic Beasts (@FantasticBeasts) November 9, 2016
Content Partnerships to Increase Exposure
Content partnerships can be especially valuable to marketers as they allow you to expose your brand to a wider (but related) audience.
Have you seen this wizard? Create your own Live Image with a #FantasticBeasts frame with #MicrosoftPix. https://t.co/cTWmwRhSoE pic.twitter.com/HU9schJrgJ
— Fantastic Beasts (@FantasticBeasts) November 8, 2016
What Does SEMrush Reveal About Harry Potter Keywords?
What is it about Harry Potter that captures the imagination of millions worldwide? Since the first book about the Boy-Who-Lived, the story has evolved into an entire world beyond its pages. From book and movies to games and theme parks, the Wizard World has created a transforming experience for all ages.
"Fantastic Beasts and Where to Find Them" will continue to grow and become part of the Harry Potter package (including its keyword advertising!) However, SEMrush reveals that Fantastic Beasts hasn't tapped into the Harry Potter keyword queries yet, but we expect that to change after the first movie launches this weekend. Below are the top results:
Best Practice: Add Something Old and Something New
"Fantastic Beasts and Where to Find Them" is the beginning of an entirely new (and American) branch of the Wizard World created by J.K. Rowling. I suspect that Fantastic Beasts will continue to grow in its marketing strategy over time as new movies are released including newly branded keywords, games, and more.
While the studio marketing teams have developed the Fantastic Beasts brand into a magical, American adventure, you can't obscure the fact that the new Fantastic Beasts series is riding on the coattails of the widely popular Harry Potter brand on social media. Although the new movie has yet to tap into the branded Harry Potter keywords!
The key marketing strategy the studio has laid is a clever comparison that strikes at your little nostalgic hearts with tactics such as the adapted theme music to the magic waved in the trailers. Subtle comparisons to the Wizard World you know throughout the film will re-enforce this comparison as well.
I predict that the two movie series will continue to be tightly entangled as their magical adventures overlap characters. Keyword analysis doesn't show much of this yet, but I'm sure that as the new series continues to release films, we'll see more popular characters appear!
What do you think about popular brand spin-offs? Do they grow based on their own success or do they ride on the success of the main brand? Share your thoughts (and examples) below!