LeakyCon
The world’s largest Harry Potter fan convention was trying something new: creating an immersive fan experience.
But what does that mean? That’s what most attendees wanted to know.
As a new copywriter for Mischief Management, the minds behind LeakyCon, one of my first tasks was writing an email in the voice of Teddy Lupin, a grown-up version of a character we never met in the beloved series. My goal was to both explain what an “immersive fan experience” was and to hype people up for it.
I collaborated with the team’s story editor, who was helping with the theming for the event, to ensure there was enough magic and whimsy included in the email — along with my ever-popular “need to know.”
Here is the letter, formatted as it went out to users, as well as the plain text version:
Plain text:
A very magical hello!
If we haven't met, my name is Teddy Lupin. I'm a recent alumnus of Hogwarts School of Witchcraft and Wizardry in the UK, and I am helping to coordinate Leaky Con-our weekend-long celebration of Harry Potter-with the Department of Magical Gatherings and Celebrations.
With the date of our convention swiftly approaching, Professor McGonagall thought it was time for me to send an owl your way with a few important notes about next month's gathering.
As you know, Leaky Con is an international gathering of magical folk, so we are kicking off the weekend with a celebration of International Magical Cooperation. Attendees are invited to arrive in robes or attire from their respective schools, waving flags that show the ferocity of their school spirit. Are you a sports fan?
Come in your Quidditch garb (or Quodpot for you Americans)!
In short, we invite you to wear your wizarding pride on your sleeve to help us kick off LeakyCon in style!
You may be wondering about the International Statute of Secrecy.
Good question! Preparations have been made, and precautionary measures will be in place for the duration of our event. Wizarding security will be on hand, and the exact location of the gathering will be unplottable to Muggles. Even with all this careful planning, we do recommend that attendees have their wands on hand at all times. Just in case.
As a result, there is no need to disguise yourself as a Muggle unless you have previously received a mandate from the Department of International Secrecy (or, of course, if you simply prefer Muggle clothing).
We eagerly anticipate your arrival via car, Apparition, train, plane, floo, or broom. And at the oddly-specific request of Professor McGonagall, please leave your flying Ford Anglias at home.
Signed,
Teddy Lupin
ATTENDEE OUTREACH COORDINATOR
P.S. IF YOU DON’T HAVE YOUR TICKET YET, GET YOURS BY CLICKING HERE!
What I’d do differently today…
I’ve significantly improved in brevity and learned a lot more about writing for the web since I wrote this email. I’d make it 1/3rd of the length today, and suggest we use other social strategies like TikTok and Instagram Reels to get the word out about immersion in a way that makes it more tangible.