The website Pottermore appeared online earlier this week, with a link to a Pottermore YouTube page taken over by owls and a countdown clock to an announcement that promised more things from author JK Rowling and her wizarding world of Harry Potter. At 7AM EST this morning, the owls delivered their message in the form of an unlisted YouTube video (which means its unsearchable and the only way you can view it is via the link) featuring JK sitting in a room furnished by Restoration Hardware.

Rowling is promising her fans the Harry Potter canon will not be closed after the July premiere of Deathly Hallows Part 2. Instead, the story will be told again and again via a unique reading experience on Pottermore, which will contain secrets JK has been “hoarding for years about the world of Harry Potter” and in some way, shape, or form be influenced by the readers themselves. Everyone with butterbeer mustaches is very excited about this news!

The unlisted video of JK’s announcement is still stuck at the ~300 views range, but will undoubtedly be in the hundreds of thousands, if not millions by the end of the day. Her owl takeover of the YouTube page was the latest in a long line of similar marketing tactics from such brands as Desperados, Tipp-Ex, and (my fave) Skittles.

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