Channel 4.0 visits Wizarding World with new Warner Bros. Studio Tour London branded series

7 September 2023

Channel 4.0, Channel 4's digital-first strand for YouTube, is launching a new social branded programme 'Crowd Sauce: The Search for Wizdem' with Warner Bros. Studio Tour London – The Making of Harry Potter.

'Crowd Sauce: The Search for Wizdem' sees content creator Harry Pinero challenge fellow social media sensations Mariam Musa and BillyTheGoat to compete in a Harry Potter themed gameshow.

Set in the iconic Warner Bros. Studio Tour London, home of the authentic Harry Potter sets, props and costumes, the pair go head-to-head to resolve a series of fiendish questions and tasks, helped along the way by obliging visitors. With each round taking place in different parts of the walk-through exhibition and Studio Tour, the programme prominently features the incredible scenery and experiences offered through fun, mischief and gameplay.

The full-length show will be released on Thursday 7th September on YouTube, while the campaign also includes bespoke content across Channel 4.0's recently launched Instagram, TikTok, and Channel 4’s Snapchat channel. The social only branded campaign is just the second of its kind for Channel 4.0, following the release of adventure series 'Ready or Not?!' – rolled out in partnership with e.l.f. Cosmetics – in July.

The programme is the latest to be fronted by one of the channel's most popular young talents in Harry Pinero, after the announcement of 'The Filly and Harry Show' last month and recommissioning of 'Harry Pinero's Worst in Class'.

Channel 4.0's partnership with Warner Bros. Studio Tour London was brokered by Jenny Porter, Content Lead in Channel 4's award-winning commercial arm 4Sales, while it was commissioned by Stephen Parnell, Senior Digital Development Executive. The programme was produced by Birmingham-based Acclaimed Content.

David Amodio, Deputy Head of Commercial Innovation and 4Studio at Channel 4, said: "'Crowd Sauce: The Search for Wizdem' provides viewers with an exclusive behind the scenes look at a much-loved British institution, but with a fresh twist fitting for our digital-first Channel 4.0 brand which has mischief and fun at its heart. Collaborating with another household name in the form of Warner Bros. Studio Tour London is the latest example of how Channel 4 is leading the way with regards to understanding and entertaining social audiences."       

Kim Piper-Bowles, Director of Marketing at Warner Bros. Studio London, said: "We were thrilled to be among the first to collaborate with Channel 4.0.  'Crowd Sauce: The Search for Wizdem' will bring the filmmaking magic of Harry Potter to a new audience and we can’t wait to see fans’ reactions when it comes out on 7th September. "

Channel 4.0 recently won ‘Best Entertainment Channel’ at the Digital Broadcast Awards and has commissioned 22 series since its launch in October 2022. With an audience made up of 84% 13 to 24-year-olds, its shows feature a host of Gen Z talent including Chunkz, Nella Rose, Mist, Harry Pinero, Chloe Burrows, Adeola Patronne, Spuddz and America Foster.

The launch of a second branded programme on Channel 4.0 underscores 4Sales’s long history of being a commercial innovation leader.