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Brand Harry Potter casts a spell; social media and e-commerce platforms reflect frenzy

Brand Harry Potter casts a spell; social media and e-commerce platforms reflect frenzy

Author | Ronald Menezes | Wednesday, Aug 03,2016 7:54 AM

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Brand Harry Potter casts a spell; social media and e-commerce platforms reflect frenzy

From rumours about having an augmented reality game to trending on social media platforms like Facebook and Snapchat, Harry Potter has weaved its magic around the world. The book is the last in the Harry Potter series and it seems like an entire generation has been cast under its spell. The Harry Potter book series and movie franchise is estimated to be worth over $21 billion.

Social Media Buzz

‘Harry Potter and the Cursed Child’ has over 1 million people talking about it on Facebook and it is trending ever since the release of the book. While Harry Potter fans around the world are posting pictures of their purchase other new portals and blogs are busy writing reviews for it, making it one of the highest trending stories on Facebook.

Snapchat launched released filters in the app for Harry Potter’s latest book and celebrities like Kate Hudson took to it sportingly along with millions of fans around the world.

Express delivery

Snapdeal delivered the copies of books to its buyers within two hours of the global launch. The book was released at 11.30 am on July 31 in India and customers in Mumbai, Bengaluru, Delhi and Gurgaon received their copies almost instantly. Jayant Sood, Chief Customer Experience Officer, Snapdeal said, “At Snapdeal, we take pride in creating special experiences for our customers. The release of a new Harry Potter book is a grand occasion for Harry Potter fans, with an unsaid race to get to the end of the book first. We wanted Snapdeal customers to be the ones who win this race, powered by our super-fast deliveries!”

A few happy customers took to Twitter to share the delight.

Amazon in the US saw Harry Potter claim the number one spot for the bestseller category. It became the most pre-ordered book since 2007's Harry Potter and the Deathly Hallows, the final instalment of J.K. Rowling's acclaimed novel series. Amazon India has a similar story to tell with the book grabbing number one spot in the bestsellers category.

Flipkart too managed to successfully deliver more than 70 percent of the pre-orders as on Monday with 100 percent deliveries made in metro cities. Delighted on this occasion, Rishi Vasudev – VP, Lifestyle at Flipkart said, “Sensing the craze and popularity of the Harry Potter series amongst its readers, we planned ahead of time to ensure how we may not want to delay delivering the book even by a second. Hence, we planned and worked backwards towards making the delivery happen on the same-day or ahead of the scheduled dates.”  He added, “Teams across various departments came together towards making this a possibility. The overwhelming acknowledgment and appreciation from the customers is truly rewarding.”

‘Harry Potter Go’ the AR game

There were all kinds of speculations that Niantic, the maker of Pokémon Go would create a game for the Harry Potter version of the app. However the rumours died down when Niantic’s senior developer Marcus Figueroa announced the new project to an interview with IGN that it’s too early to comment on the project.

Harry Potter as a brand has mesmerised users ever since the first book was launched in 1998 and the following movie release in 2002. Merchandise and theme based parks have been a major attraction for ‘Potter’ fans across the world. The latest book from the series has seen fans pre-ordering books and showing their excitement on social media. As brand ‘Harry Potter’ gathers steam it will be left to the audiences to respond to new games and the much anticipated movie.

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