Witcherfest

Target audience: Fans of the Netflix original "The Witcher"

Insight: After more than a year of pandemic lockdowns, fans were itching for in-person events. With Witchercon 2020 and 2021 both being held virtually, the premier of season 2 of The Witcher was a perfect opportunity to bring the excitement back to life.

Concept: Witcherfest is one part Renaissance-festival-on-steroids, one part premier extravaganza, and a billion parts ultimate superfan experience.

The excitement would begin with an unveiling at DragonCon in Atlanta and be followed with interactive promotions on Twitter, TikTok, and The Witcher: Monster Slayer mobile game. Fans would be able to attend the December festival in person at Kruzenstein Castle in Vienna, Austria (one of the filming locations from Season 1) or virtually through the live streaming. A microsite would be available for tickets, event info, and merchandise.

Aside from being an elaborate celebration of The Witcher Season 2, Witcherfest is an immersive storytelling experience, where fans become a part of the action - from training as Witchers to advising the queen on how best to guide her kingdom - all culminating in each participant facing their own destinies.