The Wizarding World of Harry Potter opened at Universal's Islands of Adventure in Orlando, Florida in 2010. It covers 20 acres and includes 4 rides, 6 shops and 2 restaurants. The park targets Harry Potter fans aged 10-17 and "Harry Potter generation" adults aged 17-28. To promote the park, Universal utilizes social media platforms like Facebook, Twitter, and YouTube to engage fans and share experiences. They also developed a mobile app for an in-park scavenger hunt with photo checkpoints and tasks. Success is measured through social media engagement, revenue, and positive customer feedback.

1. The Wizarding World of Harry Potter
Chelsea Bada
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2. Timeline:
2007 2008 2009 2010 2011
May 3rd: September February 7th June 18th:
Announcent Construction First 30 sec Park officially
of Park Begins Super Bowl opens
Ad
Info:
-Located in Universal Parks and Resorts’ Islands of Adventure theme park in Orlando, FL
-Individually owned by Time Warner
-Approx. 20 Acres
-Includes 4 Rides, 6 Shops and 2 Restaurants
-Future Expansion to Universal Studios Hollywood
Background Info

3. Harry Potter Land Targets:
- Boys and Girls ages 10-17
- Harry Potter Fans
- “Harry Potter generation,” (men and women ages 17-28)
Target Audience

4. Goals: Challenges:
Overall Goals: - Competition with other attractions at park
- Profit off of Park - How to keep attendance high even during
- Bring “Magic“ of Harry Potter to life off season
- Uphold Brand - Attracting people internationally and nationally
Online Goals: - Attracting people even with the poor economy
- Increase Social Media Platforms
- Increase Social Media Presence
Goals/Challenges

5. Utilize Platforms
1. Facebook
- Brand themselves
- Create repitition within the profile picture, icon and timeline cover photo
- Engage park attendees
- Check-In which ride, restaurant or attraction they are located at
- Tag pictures with actors/actresses around park
- Interact with park attendees
- Comment, “like” and share pictures that are tag and posted on wall
- Create tabs on page
- Share experiences
- Ride, restaurant or attraction reviews
Social Media Marketing

6. Utilize Platforms
2. Twitter
- Brand themselves
- Create repetition within icon and twitter background picture
- Engage followers
- Check-In which ride, restaurant or attraction they are located at
(via Four-Square)
- Tweet pictures with actors/actresses around park
- Interact with park attendees
- Retweet pictures, reviews, and other posts
2. Youtube
- Encourage park attendees to post videos of experiences, reactions to rides,
interactions with actors/actresses, shows
Social Media Marketing

7. Smart Phone Mobile Application
“Wizarding World of Harry Potter Scavenger Hunt”
Application where visitors can interact with whoever is in the park that day.
Goal:
- Take a picture at each checkpoint throughout the park
- Complete tasks given at checkpoints (allowing the attendees to interact with
the attractions at the park)
Features:
- Interactive Map
- “To-Do“ list (to allow attendees to experience and see everything at the park)
- Ride tracker - Find out how long the attration lines are
- Reviews of attractions
Rewards:
- To encourage attendees to participate there will be giveaways such as Harry
Potter merchandise, wands, T-Shirts and even a possible chance to meet all
the actors and cast in the park.
Mobile Strategy

8. Measurement of Success
- Number of followers on Twitter
- Number of fans on Facebook
- Number of subscribers on Youtube
- Check for positive feedback on Social Media Platforms
- Revenue in park
Measuring Success

9. Social Media
Marketing:
Twitter &
Youtube 15% Mobile
Strategy
50%
35%
Social Media Total Cost:
Marketing: $6.5 Million
Facebook
Budgeting/Allocations

10. The Wizarding World of Harry Potter