I'm jealous of a fictional boy wizard. No, not just because he saves the world and gets the girl and vanquishes his foe (sorry for the spoiler). But because his online Buzz, is, well, magic.
We all want consumers to create genuine content about our brand and share it with other consumers. Harry's fans have done this, and then some. Here's one example, Harry and the Potters, a band of two brothers, has a MySpace page full of songs, all inspired by the adventures at Hogwarts. They also have more MySpace friends than The Slytherin House Alumni Association has Death Eaters. And they have a pretty hefty tour schedule (the band, not the alums).
Create great Buzz online and poof, like a transfiguration spell, the Buzz goes offline to the mainstream media. I heard Harry and the Potters on NPR the other day and ABC covered them as well. And it's not just the brothers getting attention. A quick search on the term "Wizard Rock" will find bands like the Hungarian Horntails and its 9 year-old front man. There is also Draco and Malfoys and Ginny and Weasleys, not to mention dozens of others. A brand, inspiring bands, to make online content, that spreads to offline media? As Freddie said, "It's a kind of magic."
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