The the brief. On Facebook, they introduced each

The campaign started off in July 2011 by publishing a motion poster
featuring a burning mockingjay. In the same month Hunger Games had a stand at
ComiCon. They gave away gave away 80,000 posters
to the public to create buzz, and then featured the film poster on 50 magazine
covers and on 3,000 billboards and bus shelters. (Walkerc, 2016) In August at MTV music video awards event, the
creators introduced teaser trailer. The teaser contained a hashtag
#whatsmydistrict which encouraged people towards Twitter, where they would find
a movie website called ‘TheCapitol.PN’ through which fans could discover the
Capitol and its location. This website worked as the main hub for all the sites
and social media profiles used in this transmedia campaign while simulating the
official Panem Government website. Fans could receive assignments, a job, watch
speeches made by Panems President Snow and letting the users collaborate by giving
their own feedback in the comment section, making the audience true inhabitants
of Panem with their own, personally created ID cards. Over 800,000 people created these ID
cards. Then in October, those who had made an ID card could become a district
mayor, drawing the audience in even more. TheLionsgate was rewarding the fans
to integrate them more into narrative, and to keep them engaged. The most
dedicated ones were given unique statuses on each of the platforms. Another
website called Capitol Couture was produced which allowed the audience to see
into the style of the clothes worn in the film. Lionsgate also transformed a new movie
poster into a puzzle piece, and then spread those pieces to 100 websites across
different platforms asking fans to look for them and thereafter uploading it to
their twitter account. Then, people had to search through twitter to find all
of the pieces. Once they were found, fans were challenged to put the puzzle
together to reveal the film poster. Hunger Games then started trending on
Twitter because of this. (Walkerc, 2016) This ultimately evoked
bigger exposure, organically advertising the brand and so targeting the
secondary audience from the brief. On Facebook, they introduced each of
Panems 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. In
October, in partnership with Microsoft creators developed virtual reality
world, which classifies as a paid media, letting the audience access never seen
before locations of the Capitol.  It
might seem that TheLionsgates’ campaign is based on owned media which is cheap
and organic but in fact a lot of budget went on the strong visual concept that
is carried although the campaign. In November, Capitol Couture billboards
appeared in the streets promoting the Capitols latest fashion trends without
mentioning Hunger Games. The Hunger Games Adventures is
another website that was released on the same day as the film, and was in the
style of a social networking site so that people could discuss the film in a
grouped place. All of the campaign elements were on the move all through the
campaign, penetrating audiences feed and what created a wild fire. With the
non-stop content fans were sharing and convincing each other to view the
content. A good social media campaign is all about spread ability. After 8
months, the film became a success even before it got officially released in
March. ”This concept that can be defined as a “social media
campaign” really is the “spread ability”, social side of the
transmedia campaign that Ignition created for Lions Gate, the film’s producer. (Fiorelli, 2013) The films are about politics and a
revolution, strong characters focused on the main persona-Katniss standing up
against governments set norms and fighting for a better world to live in. Unlike
the books where the Capitols stays in the dark even though it is an important
location in the narrative, the campaign is based around this city of
privileged. Bringing Panem to this world and letting the audience experience
what it was like to be affected by the stories politics and opinions. Fans
therefore get an insight into both worlds of The Hunger Games, first the poor,
manipulated citizens and the rich elite who see the hunger games as
entertainment. When it comes to the audiences’ perspective in terms of
perceiving the narrative the campaign is essentially blurring lines between
fiction and reality, so fans can be fully engaged and eventually create their
own views on the story.  Furthermore, the campaign had a psychological effect
on the targeted audience in terms of making them feel like they are a part of
the Capitols community. Giving the audience more immersive experience.
Experiencing the narrative from the perspective from the perspective of the
antagonists gives a different perspective to when they read the books as the
books are telling the story from Katniss’ perspective. The campaign gives the people
who have read the books a chance to perceive the story from a different
perspective and create their own opinions on the fictional world just as if
they lived the story themselves not being affected by Katniss’ decisions. It
almost feels like there are three storylines- the books, the films and the
campaign. Allowing to get a grasp of a more holistic, view of the franchise and
the world it is set in. Essentially the campaign is changing people’s opinions
on what is right and what is wrong while not suggesting any conclusions.  By launching ignitions major multimedia campaign
months 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 significant
achievement. On February 22, 2012, The Hunger Games broke the record for
first-day advance ticket sales on Fandango, topping the previous record of
Eclipse (Twilight). The sales were reported to be 83 percent of the site’s
totals for the day. The film sold out in over 4,300 showings across the United
States. It is the first film since Avatar to remain in first place at the
American box office for four consecutive weekends. The overall effort has been
widely celebrated as one of the most effective entertainment marketing
campaigns ever, launching the film to the third best domestic opening weekend
of all-time, $152 million, and all-time biggest domestic opening for a
non-sequel. The movie was a massive box-office success by grossing $685 million
worldwide against its budget of $78 million, making it the third highest
grossing film in the United State in 2012. (Groen, 2014) The campaign acquired 6.9
million new fans on Facebook, attracted 33 million views on YouTube, amassed
over 100k followers on Twitter, and helped increase domestic book sales from
9.6 million to 36 million. This high level of interest got generated by
TheLionsgate marketing staff consisting of 21 people working on a budget of
$45milion. (Sullivan, 2014) A good advertising strategy is about
value exchange.
(Haydon, 2017) Here advertisers offer the target
audience; information, joy, social status, a story, in exchange for their
money, time, influence, attention and followers. This way, both parties achieve
what they desire. TheLionsgate created content for the fans that is completely
about them which is the reason why this campaign became so popular, people are
most likely to share something that makes them feel good about themselves which
in this case was being part of one of the 12 districts and so being part of a
community. Fans could define themselves and then peer-to-peer share the content.
This demonstrates why the audience helped with the spread ability of the
campaign. The campaign is integrated with a great
amount 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 the
graphical part of the campaign as they had to meet the books expectations. The
brand value reflects in the Capitol’s value. They both share a strong visual
concept which is an aesthetic community. From the beginning to the end of the
campaign, every piece of the content that has been published, stayed true to
the self-indulgent theme. The aesthetic was the key. In conclusion, The Hunger Games campaign
is a perfect example of how to utilise online platforms to its full potential. An
engaging, intelligent social media campaign will always generate call-to-action
without spending big amounts of money and so beat the classic TV, radio or
poster. In addition, the campaign was so strong that it set the bar the highest
its ever been in the world of transmedia advertising, ultimately becoming a
lesson for all of the social media marketing campaigns created ever since. 

 

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