The the brief. On Facebook, they introduced each

The campaign started off in July 2011 by publishing a motion posterfeaturing a burning mockingjay. In the same month Hunger Games had a stand atComiCon.

They gave away gave away 80,000 postersto the public to create buzz, and then featured the film poster on 50 magazinecovers and on 3,000 billboards and bus shelters. (Walkerc, 2016) In August at MTV music video awards event, thecreators introduced teaser trailer. The teaser contained a hashtag#whatsmydistrict which encouraged people towards Twitter, where they would finda movie website called ‘TheCapitol.PN’ through which fans could discover theCapitol and its location. This website worked as the main hub for all the sitesand social media profiles used in this transmedia campaign while simulating theofficial Panem Government website. Fans could receive assignments, a job, watchspeeches made by Panems President Snow and letting the users collaborate by givingtheir own feedback in the comment section, making the audience true inhabitantsof Panem with their own, personally created ID cards.

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 Over 800,000 people created these IDcards. Then in October, those who had made an ID card could become a districtmayor, drawing the audience in even more. TheLionsgate was rewarding the fansto integrate them more into narrative, and to keep them engaged. The mostdedicated ones were given unique statuses on each of the platforms.

Anotherwebsite called Capitol Couture was produced which allowed the audience to seeinto the style of the clothes worn in the film. Lionsgate also transformed a new movieposter into a puzzle piece, and then spread those pieces to 100 websites acrossdifferent platforms asking fans to look for them and thereafter uploading it totheir twitter account. Then, people had to search through twitter to find allof the pieces. Once they were found, fans were challenged to put the puzzletogether to reveal the film poster. Hunger Games then started trending onTwitter because of this. (Walkerc, 2016) This ultimately evokedbigger exposure, organically advertising the brand and so targeting thesecondary audience from the brief.

 On Facebook, they introduced each ofPanems 12 districts. Tumblr was used as a fashion blog, Capitol Couture,dedicated to the styles and recent fashion trends of the Capitol. On YouTube,Capitol TV was launched where fans could experience Panems TV service. InOctober, in partnership with Microsoft creators developed virtual realityworld, which classifies as a paid media, letting the audience access never seenbefore locations of the Capitol.  Itmight seem that TheLionsgates’ campaign is based on owned media which is cheapand organic but in fact a lot of budget went on the strong visual concept thatis carried although the campaign. In November, Capitol Couture billboardsappeared in the streets promoting the Capitols latest fashion trends withoutmentioning Hunger Games. The Hunger Games Adventures isanother website that was released on the same day as the film, and was in thestyle of a social networking site so that people could discuss the film in agrouped place. All of the campaign elements were on the move all through thecampaign, penetrating audiences feed and what created a wild fire.

With thenon-stop content fans were sharing and convincing each other to view thecontent. A good social media campaign is all about spread ability. After 8months, the film became a success even before it got officially released inMarch.

”This concept that can be defined as a “social mediacampaign” really is the “spread ability”, social side of thetransmedia campaign that Ignition created for Lions Gate, the film’s producer. (Fiorelli, 2013) The films are about politics and arevolution, strong characters focused on the main persona-Katniss standing upagainst governments set norms and fighting for a better world to live in. Unlikethe books where the Capitols stays in the dark even though it is an importantlocation in the narrative, the campaign is based around this city ofprivileged. Bringing Panem to this world and letting the audience experiencewhat it was like to be affected by the stories politics and opinions. Fanstherefore get an insight into both worlds of The Hunger Games, first the poor,manipulated citizens and the rich elite who see the hunger games asentertainment. When it comes to the audiences’ perspective in terms ofperceiving the narrative the campaign is essentially blurring lines betweenfiction and reality, so fans can be fully engaged and eventually create theirown views on the story.

  Furthermore, the campaign had a psychological effecton the targeted audience in terms of making them feel like they are a part ofthe Capitols community. Giving the audience more immersive experience.Experiencing the narrative from the perspective from the perspective of theantagonists gives a different perspective to when they read the books as thebooks are telling the story from Katniss’ perspective. The campaign gives the peoplewho have read the books a chance to perceive the story from a differentperspective and create their own opinions on the fictional world just as ifthey lived the story themselves not being affected by Katniss’ decisions. Italmost feels like there are three storylines- the books, the films and thecampaign. Allowing to get a grasp of a more holistic, view of the franchise andthe world it is set in.

Essentially the campaign is changing people’s opinionson what is right and what is wrong while not suggesting any conclusions.  By launching ignitions major multimedia campaignmonths before the premiere and so giving it enough time to gather a ready-made,build-in fan base which certainly was the reason behind its significantachievement. On February 22, 2012, The Hunger Games broke the record forfirst-day advance ticket sales on Fandango, topping the previous record ofEclipse (Twilight). The sales were reported to be 83 percent of the site’stotals for the day. The film sold out in over 4,300 showings across the UnitedStates.

 It is the first film since Avatar to remain in first place at theAmerican box office for four consecutive weekends. The overall effort has beenwidely celebrated as one of the most effective entertainment marketingcampaigns ever, launching the film to the third best domestic opening weekendof all-time, $152 million, and all-time biggest domestic opening for anon-sequel. The movie was a massive box-office success by grossing $685 millionworldwide against its budget of $78 million, making it the third highestgrossing film in the United State in 2012. (Groen, 2014) The campaign acquired 6.

9million new fans on Facebook, attracted 33 million views on YouTube, amassedover 100k followers on Twitter, and helped increase domestic book sales from9.6 million to 36 million. This high level of interest got generated byTheLionsgate marketing staff consisting of 21 people working on a budget of$45milion. (Sullivan, 2014) A good advertising strategy is aboutvalue exchange.(Haydon, 2017) Here advertisers offer the targetaudience; information, joy, social status, a story, in exchange for theirmoney, time, influence, attention and followers. This way, both parties achievewhat they desire.

TheLionsgate created content for the fans that is completelyabout them which is the reason why this campaign became so popular, people aremost likely to share something that makes them feel good about themselves whichin this case was being part of one of the 12 districts and so being part of acommunity. Fans could define themselves and then peer-to-peer share the content.This demonstrates why the audience helped with the spread ability of thecampaign. The campaign is integrated with a greatamount of own media which is a cheap and organic way of sharing online content.Using owned media saved major amount of budget for The Lionsgate to use for thegraphical part of the campaign as they had to meet the books expectations. Thebrand value reflects in the Capitol’s value. They both share a strong visualconcept which is an aesthetic community. From the beginning to the end of thecampaign, every piece of the content that has been published, stayed true tothe self-indulgent theme.

The aesthetic was the key. In conclusion, The Hunger Games campaignis a perfect example of how to utilise online platforms to its full potential. Anengaging, intelligent social media campaign will always generate call-to-actionwithout spending big amounts of money and so beat the classic TV, radio orposter. In addition, the campaign was so strong that it set the bar the highestits ever been in the world of transmedia advertising, ultimately becoming alesson for all of the social media marketing campaigns created ever since.  


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