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The Hunger Games

The document discusses the marketing campaign for the film The Hunger Games: Catching Fire. It used transmedia storytelling techniques across multiple social media platforms like Facebook, YouTube, Tumblr, and Instagram to engage fans. This involved creating fictional accounts and narratives to expand the world of the film. The campaign was very successful, generating high engagement from passionate fans and breaking box office records with an opening weekend of $158.1 million domestic and $864.9 million globally.

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505 views17 pages

The Hunger Games

The document discusses the marketing campaign for the film The Hunger Games: Catching Fire. It used transmedia storytelling techniques across multiple social media platforms like Facebook, YouTube, Tumblr, and Instagram to engage fans. This involved creating fictional accounts and narratives to expand the world of the film. The campaign was very successful, generating high engagement from passionate fans and breaking box office records with an opening weekend of $158.1 million domestic and $864.9 million globally.

Uploaded by

jmughal_2
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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The Hunger

Games: Catching
Fire
USING DIGITAL AND SOCIAL MEDIA FOR BRAND STORYTELLING
contents
 About the case
 Hunger Games Film Series
 Brand Storytelling
 Transmedia storytelling
 Examples of transmedia storytelling
 Promotion Mix
 Audience engagement
 Camapign outcomes
 Evaluation
About the case
 The
hunger games: catching fire which is
sequel of The hunger games 2012.
 Record opening weekend.
 Media campaign designed by Lionsgate
Entertainment and Ignition Creative.
 Used transmedia storytelling technique.
Hunger Games Film Series
 Based on novel triology written by American author
and screenwriter Suzanne Collins.
 The novels were set in the imaginary, post-
apocalyptic nation of Panem which consisted of a
wealthy capitol and twelve districts, in varying states
of poverty and starvation, which were ruled by the
Capitol.
 The citizens were forced to participate in an annual
televised competition called the Hunger games.
 The novel is mixture of science fiction, adventure,
drama and action.
Brand Storytelling

 Brand storytelling is a technique used to deliver


content that connects to the audience’s
imagination and evokes powerful emotions that
linger in their minds.
 The branded content that is created
independent of the audience needs, storytelling
is used to deliver that content
Transmedia storytelling
 Technique that uses multiple media platforms for
spreadibility and viral marketing of the narrative of
concerned brand.
 Connects people across the globe through multiple
channels.
 Creates innovative opportunities for fans to interact with
the story and its narrative.
 Emerged in entertainment industry with the film “The Blair
Witch Project(1999)
 Used by Famous HBO season “Games of Thrones” and
Famous movie “Matrix”.
Examples of transmedia storytelling

 Audi A3 “Art of the Heist campaign”.


 Designed and executed by campfire.
 The campaign resulted in 45 million PR
impressions, 5 lac story participants over 10
thousand leads to dealers and over 2 million
unique visitors to AudiUSA.com.
Promotion Mix
 Made “Social Media” the centerpiece of their
marketing campaign.
 They used “Facebook, YouTube, Tumblr and
Instagram.
 They went beyond traditional marketing
campaign.
 Importance of transmedia storytelling, use of
social media and marketing campaign of the
movie.
 Introduced term “capitol couture” eight months
before release date.
Tumblr

 Hired “Palen” a professional photographer.


 Captured intimidating photographs of all eleven
lead characters
 The photographs exhibited the fashion of
“Capital Couture”.
 It offered deeper in sights into the ostentatious
and fashionable life of capitol couture.
 Served to expand the narrative and fans
experience.
YouTube

 Created a channel namely “CapitolTV”.


 Posts
 Trailler
 Teaser
 Previews
 Slick Videos
 Videos from the fans
Facebook

 Created a first page in October 2011, six months


prior to the launch of the movie series.
 Teaser video of the trailer was uploaded here.
 Provoked he fans to affiliate themselves to any
districts.
 Separate pages for each of the twelve districts.
Twitter

 More frequent interaction with the fans.


 Important announcement from the capitol.
 Ideological messages to “the Panem’s citizens”.
 Links to the official images and trailer.
Instagram

 Helped to create the excitement among the


younger fans.
 Had nothing to do with the films plot or story.
 Focused on fashion conscious niche fan base.
Audience engagement
 Target Audience.
Passionate existing fans not new comers.
25 year old mostly
 User-generated content.
Engaged more people through “citizens activity”.
 Fan challenges and participation.
Be fabulous, Be capitol. Be seen.
#CapitolStyle
#CapitolRedCarpet
Engagement of fans

10 M likes 969,373 3,721,479 views


followers
Camapign outcomes
 Openingweekend earning $158.1 Million
at domestic box office
 $864.9 Million globally
 Biggest
ever opening weekend for
November
Evaluation
 Narrative was to blur the lines between fiction and
reality.
 Used each social media platform effectively.
 People involvement in shaping and sharing the
story.
 Aligned subplots to the main plot to avoid
confusion.
 Fan interaction.
 Fan engagement through activities.
 Introduced innovative partnerships (subway).
 Didn’t ignored conventional marketing techniques.

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