An “elaborate stunt” is taking place at the YouTube convention VidCon this weekend to promote Fantastic Beasts, and today the film started associating itself with popular vloggers.

(Update: The aforementioned event will be taking place Wednesday night beginning at 9 p.m. eastern. You can watch live on Facebook.)

In a series of tweets on Monday, the film’s official social media channels began posting images of YouTubers standing in 1920s New York, where Fantastic Beasts is set. For example, here’s Tyler Oakley pretending to be a wizard as he holds a wand and wears a long jacket:

There are YouTubers from around the world taking part in this promotional campaign:

Last and certainly weirdest, here’s a guy wearing a North Face jacket (Prominently wearing a brand while promoting another brand???):

There are a few reasons why these images don’t sit right with me. Most importantly, the Harry Potter brand has always been sacred — they’ve never had to resort to tactics like putting “celebrities” into the Wizarding World (as these images do thanks to the wands and setting). It’d be like if back in 2004 WB paid the Friends TV show to do some Harry Potter and the Prisoner of Azkaban product placement.

As far as I know, huge fandoms like Star Wars, Lord of the Rings, Marvel, DC have never done something like dropping #Influencers into their epic fictional worlds. Imagine seeing Joey Graceffa wearing a Captain America outfit in a still released by @Marvel to promote Civil War.

These also look tacky as hell. The costumes and sets within the Harry Potter films are gorgeous. The aesthetics we associate with the Wizarding World are being crucio’d by vloggers wearing North Face jackets and alien hats.

This is just very unlike the Harry Potter brand. Remember when J.K. Rowling prevented her Harry Potter books from getting movie tie-in covers, because it would cheapen her original book series? That was awesome.

On the other hand, I get it. YouTubers have gigantic, young fanbases who will do whatever the #Influencers say. This YouTuber promotional campaign, however it pans out, will help bring younger audiences into the theaters, which will then set this trilogy and all related entities up for financial success. The kiddies who they’re targeting may not’ve seen the original Harry Potter movies, so the YouTubers (Who you can be sure are receiving big paydays for this) are being tasked with introducing them to the Wizarding World.

But for us Scrooges who lived through the original eight-part series and don’t need to be asked to turn out for Beasts… meh. The photos are uncomfortable to look at. This campaign doesn’t live up to the Harry Potter legacy we know and love.

This aside, the Fantastic Beasts promotional campaign has been great so far. Slapping “Written by J.K. Rowling” prominently on the poster (as they did with the below poster) is perfect. Teasing that classic Harry Potter characters like Dumbledore might appear (as they do in the latest trailer) is extremely exciting. Thanks to these two elements alone, every single Harry Potter fan who helped deliver over $2 billion in box office returns will come back for Beasts.

The YouTubers should’ve just been paid to do something like this on Instagram (Note the “#sp” hashtag — that means it’s a sponsored post. I wonder if those people behind Joey knew that they would be appearing in a very expensive Hunger Games ad):