Dragon Tour
A CREATIVE OOH EXPERIENCE
Hungarian Horntail Breaks Free from Hogwarts!
The Challenge
To celebrate the 20th anniversary of Harry Potter and the Goblet of Fire and promote the launch of the Triwizard Tournament – Making of Champions at Warner Bros. Studio Tour, the brief was clear: create an unforgettable, large-scale activation that would excite loyal fans, capture public attention and spark nationwide conversation. The vision? Bring the legendary Hungarian Horntail dragon to life outside the walls of Hogwarts blending cinematic spectacle with interactive technology to engage audiences both in person and online.
The Execution
Working with world-class animatronic experts, we delivered a UK-wide roadshow featuring a custom-built, 25-foot Hungarian Horntail dragon, designed by Joe Scott, the original creature creator behind the dragons in Harry Potter and the Goblet of Fire. Crafted over 750 hours, the dragon featured 119 hand-applied spikes, 38 resin-printed teeth, a moving head, blinking eyes and atmospheric sound effects, giving fans an extraordinary, up-close encounter with one of the Wizarding World’s most iconic creatures.
The roadshow toured six major UK cities: London, Edinburgh, Birmingham, Manchester, Leeds, and Liverpool. Visitors could also scan QR codes to access a Goblet of Fire AR challenge for the chance to win Deluxe Studio Tour tickets, blending the physical spectacle with digital interaction. Our team managed every element of event delivery, ensuring smooth logistics, effective crowd control and a consistent, high-impact experience at every stop.
The dramatic launch saw the Hungarian Horntail soaring past London landmarks, including Westminster Bridge, the Houses of Parliament, and King’s Cross Station creating unmissable photo opportunities and viral social media moments.
The Outcome
The Harry Potter Hungarian Horntail Dragon Tour captivated audiences across the UK, transforming city centres into immersive Wizarding World destinations. The larger-than-life animatronic drew huge crowds, becoming an instant social media hit as fans captured and shared their encounters. The integration of the AR challenge boosted engagement, blending physical theatre with digital interaction to extend the campaign’s reach.
The activation generated extensive media coverage and helped position Warner Bros. Studio Tour London’s Triwizard Tournament – Making of Champions as a must-visit experience for Harry Potter fans. By combining experiential marketing with cutting-edge technology, the campaign successfully celebrated two decades of The Goblet of Fire, while reinforcing Warner Bros. Studio Tour London’s reputation as a world-class entertainment destination.
