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The domestic and international online campaign for the DVD release of HARRY POTTER AND THE HALF BLOOD PRINCE has involved our entire studio at one time or another over the last six months and has been one of our most ambitious projects to date.

In total we ended up creating five microsites for an integrated global campaign, ranging from a couple of fun and sticky games through to an application that put you in a Harry Potter style moving photo with Professor Slughorn and his students!

Death Eaters Duel
Lord Voldemort’s army of Death Eaters have been reunited with him and their power is growing. Duel with Malfoy, Bellatrix LeStrange and Fenrir Greyback in this online Wii game to make sure you are ready for the fight.

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Watchmen is in cinemas and is, with the reviews flooding in, on the tip of everyone’s tongue. Now seems like a suitable time to take a step back five months, or maybe even five years, and look back at where we have come from. This post, we hope, will provide the definitive summary of what we pitched, produced and promoted during our Watchmen campaign for Paramount Pictures International.

PPC started thinking about WATCHMEN about five years ago, when the movie was in the hands of Paul Greengrass. At the heart of what we were discussing was the idea of how we could take the ‘metanarrative’ that runs through WATCHMEN – present most explicitly in the little vignettes appearing at the end of each chapter – and realise this through a range of different media, including video, print and the web.

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Over the last month, we have been busy building a new type of marketing tool for the films we promote. After a conversation over a beer trying to think of what to name it, we couldn’t decide on anything. And still haven’t. The best we have so far is ‘Social Media Microsite’ or ‘Social Media Toolkit’.

No matter what we call it, our first example is My-DarkKnight.com and we couldn’t ask for a better film to work on. 

Here is the official blurb we put together:

To promote the DVD release of The Dark Knight, Warner Home Video International  and PPC Interactive – part of The Picture Production Company – have created a first of its kind ‘social media microsite’. Launched today, the new site will house a wealth of Batman-themed tools for fans to use on their profiles across the social web. 

The social media microsite invites fans to express their allegiance to one of the key characters in The Dark Knight using a variety of cool, creative and compelling customisation tools. Turning a profile picture into Batman or The Joker or grabbing a themed skin for your MySpace profile, blog or Twitter page are just some of ways fans can engage with the movie through http://www.my-darkknight.com.

The wonderful Google Analytics has shown us that the small, but tactical, seeding we did has driven this website to all corners of the internet. But let’s not forget that the real value is in the product itself, and the fact SuperHeroHype covered it is a real testament its appeal.