Before even starting college, at just 19 years old, I received a unique invitation: to join the global launch team for Pottermore, J.K. Rowling’s official digital extension of the Harry Potter universe.
This incredible opportunity stemmed directly from my passion project, Clube do Slugue, a leading Brazilian Harry Potter fan site I co-founded.Recognized specifically for the ‘detective work’ our site did in uncovering early details about the project (as the Pottermore team put it), I was invited to be thesole Brazilian representative within their worldwide pre-launch campaign orchestrated alongside agency TH_NK.
My primary challenge was acting as the bridge between this massive global initiative and the vibrant, dedicated Brazilian fanbase – one of the largest in the world. While the platform wouldn’t launch in Portuguese initially, ensuring Brazilian fans felt included and engaged from day one was crucial.
Working directly with the Pottermore team, I played a key role in the initial viral marketing phase – the “Secret Street View” campaign. I was entrusted witha unique, personalized set of coordinates: as a direct homage to Clube do Slugue’s contribution, the team chose myown home street address in Brazil as the location. The accompanying official clue explicitly acknowledged this:“Brazil – The location of the eagle-eye fan site which spotted a recent trademark registration.” My responsibility was to translate this highly personalized clue, craft engaging messaging for the Brazilian audience (requiring approval due to strict NDAs), and release it strategically through Clube do Slugue. This deeply personal touch underscored the trust placed in our community and positioned us as a primary source for unlocking the secret “Pottermore” name globally.
Click hereto view the official campaign guidelines deck provided by the Pottermore team.
Beyond this initial activation, my contribution involved:
This experience was baptism by fire into the world of high-stakes, large-scale international marketing. It demanded meticulous execution under confidentiality agreements, cross-cultural communication, and strategic thinking about audience engagement – all before my formal marketing education began. Successfully engaging the Brazilian market contributed to the campaign’s global buzz and laid a vital foundation for my future career, sparking my passion for international marketing strategy, audience connection, and localized campaign execution. The overall Pottermore launch in 2012 was highly successful, recognized by TIME Magazine and the Webbys, demonstrating the power of authentic fan engagement – a principle I was proud to help facilitate for Brazil.
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While the original Pottermore platform eventually evolved and was succeeded by WizardingWorld.com in 2019, this initial launch campaign remains a significant example of innovative digital engagement and laid critical groundwork for the brand’s ongoing digital presence.
