In case you missed it, on September 5th, Harry Potter and the Cursed Child did cast a spell over all the digital billboards in Times Square.

As you can see in this clip,  it was the largest advertising “takeover” in NYC on record . . . and probably the world.

Why did I love this marketing move so much?

Is it because of all the “traditional” forms of media still being used today, Outdoor has held its value, while print, tv and more have dropped precipitously?

Is it because it was a “back to Hogwarts” campaign that was calendar-synced to our back to school week . . . and timing your campaigns with what is on the mind of your consumer always strengthens your impression?

Is it because while Potter continues to do good biz, there has been some chatter about why it isn’t bigger than Hamilton and others, with the brand it has (I’d say it’s the doubleheader – which is never easy for a US audience to embrace)?  This stunt answered the question of its size, especially with the coincided announcements of productions in San Francisco, Toronto and Hamburg.

Is it because Sarah Jessica Parker was there?

I loved it for all of those things . . . and for one other.

I’m positive that when the idea came up in the advertising meeting of taking over every billboard in Times Square, someone said or at the very least thought . . . “That’s impossible.”

And then, someone whipped open their spellbook, gave that person the head of a donkey with no tongue, and made this takeover effin’ happen.

It probably cost a small fortune.  It probably was a giant pain in the a$$.

But the best marketing (and the best everything!) is what hasn’t been done before.  And things that haven’t been done require passion and perseverance.

And, they always pay off.  Always (even though sometimes you can’t see it right away).

Kudos to the Producers, the Ad Agency, the Press Rep and to everyone on the Potter team for doing/imagining the impossible and making it a reality.

Now, if they could only make quidditch a real sport.