Warner Bros. Pictures and VisitBritain teamed up for a digital campaign and contest to celebrate the theatrical release of KING ARTHUR: LEGEND OF THE SWORD. The “Where Stories Become Legends” campaign featured talent interviews and a behind-the-scenes video of the cast and crew on location talking about the British destinations and the emotions they inspire.

The campaign kicked off with a six-week digital advertising campaign in Australia, France, Germany and the U.S., Britain’s four largest and most valuable inbound markets. The partnership used the hashtag #OMGBLegends to promote content online across Facebook, Instagram and Snapchat. VisitBritain also created their first Snapchat lens inspired by the film. Media partners in key territories around the globe also hosted a film themed sweepstakes with the chance to win an exclusive, money-can’t buy themed trip provided by VisitBritain.

The campaign drove online users to a film-themed microsite filled with information on British locations from the movie and King Arthur-inspired holiday experiences, which was available in 13 languages . Site visitors could play a “Legend Generator” game to unlock their own kingdom and discover which British location they would be destined to rule.

Fans also had the chance to enter a global competition to win a trip to Britain, by answering in 200 words or less, where they would like to have a legendary adventure in Britain and why. The winning contestant received airfare and hotel accommodations for a seven-night trip to Great Britain, entry to Bounce Below, Snowdonia, dinner at The Dungeon Restaurant in Edinburgh and a photography tour of the Isle of Skye.

Additionally, VisitBritain sponsored the sword and the stone 360 booth at the KING ARTHUR: LEGEND OF THE SWORD premiere in Hollywood, where fans had the opportunity to try and pull the sword from the stone and then share the video on social media.