BAUER MEDIA STEPPED IT UP A GEAR TO BREAK THE MOULD OF BRANDED CONTENT MAGIC AND WARNER BROTHERS; FANTASTIC BEASTS: THE CRIMES OF GRINDLEWALD BAUER MEDIA STEPPED IT UP A GEAR TO BREAK THE MOULD OF BRANDED CONTENT

MAGIC IN PARIS THE CHALLENGE THE INSIGHT THE IDEA Warner challenged Bauer to ‘step it up a gear’ from their previous campaign surrounding the first Fantastic Beasts film, and make their next campaign bigger and better. Every piece of the campaign would be structured to drive Warner’s core objective – to bring Paris, the setting of the film, to life. This partnership would strive to create true and total integration, a partnership that would break the mould for branded content. THE INSIGHT Bauer set about to seamlessly utilise the film and the location of Paris with Bauer’s editorial output, to distribute content to targeted Bauer brands. This would include lessons from wand experts, meeting the cast and interacting with influencers and listeners. Then, while in Paris, the Magic team planned to collect content from iconic locations that feature in the film with the aim to pull together a campaign story: live links, competitions and bespoke imagery. THE IDEA In a world first, Magic delivered six outside broadcasts in 24 hours. Every presenter, every daypart headed to Paris, starting with the breakfast team live from the Eurostar lounge, to Nick Snaith on a studio boat on the Seine and then finally, Magic broadcast live from the red carpet at the world premiere. This finale of content reached an additional 11M potential cinema goers.

INFLUENCE IN DRIVING £35M UK BOX OFFICE RESULTS INFLUENCE IN DRIVING £35M UK BOX OFFICE THE FINALE AT THE RED CARPET REACHED AN ADDITIONAL 11M POTENTIAL CINEMA GOERS. 115% ROI FOR WARNER BROS

BAUER IMPACT & INFLUENCE THE POWER OF PARTNERSHIP INCREASED AWARENESS DROVE ACTION Exploring all boundaries of branded content resulted in Magic’s highest-ever streamed hours. This campaign saw double the ROI for Warner Brothers and an outstanding £35M brought in at the UK box office. This demonstrated that the union of brand and content drove audience engagement like never before. There were record commentaries and content engagement for commercial activity. In March, Magic and Absolute joined forces with the Warner Brothers Studio tour to further promote the Potterverse in a year- long partnership.