Let The Games Begin

“Hunger games. Hunger games. Hunger games.” That’s literally the only thing I’ve heard coming out of people’s mouths for almost a year. If I'm being honest, one of those mouths is my own. The Hunger Games trilogy, written by Susan Collins, is the new Twilight. Though the two plots have somewhat similar themes, The Hunger Games' story line appeals to a broader audience. For those who don’t have children, friends, or any connection to the outside world, the trilogy takes place in a dystopian future. North America has become Panem and is split into 13 districts. Every year, the Capitol (the oppressive government) holds the Hunger Games, which require each district to pick two teenagers (one male, one female) to participate in a fight to the death. The protagonist is Katniss Everdeen… and she’s quite the heroine.

The Hunger Games is “coming to theaters near you” on Friday, March 23rd. Yes, I’m attending the midnight showing on Thursday night and I am so excited (and such a dweeb). The point of this post, however, is to delve into the incredible digital and social media marketing tactics that Lionsgate has (and will continue to use) to promote the film. The integrated digital campaign, which is part of a much larger campaign featuring traditional promotional tactics as well, really highlights the most detailed aspects of The Hunger Games and allows fans to become part of Panem. Lionsgate's marketers understand that by using digital tactics as the forefront of their campaign, they are able to easily and immediately track engagement. As they observe the reactions of and interactions among fans, they can shape future phases of the campaign to increase engagement. 

One of the most creative and interactive tactics allows fans to become an official citizen of Panem… ID card and all. They have created an interactive website in which you can register for a District Identification Pass. Once you receive your assignment (district, occupation, citizen number), you can download it to your Facebook, Twitter, Google+, phone, or tablet. You can even order a physical District Identification Pass for free off Facebook. Once you register, you’re prompted to join your district on Facebook. Each district has their own Facebook page and a mayor, recruiter and journalist—by the way, these individuals are true enthusiasts and fans of The Hunger Games and were elected to their positions by “The Capitol”. By using these enthusiasts, The Hunger Games was able to push its message through multiple platforms and to broader audiences--the beauty of consumer generated content and brand ambassadors! It also creates a sense of community among The Hunger Games fans. “Panem citizens” are able to watch sneak peek movie clips and receive various rewards for taking their fandom to the next level. 

YouTube hosts “Capitol TV” with clips and special trailers. These videos can also be seen on each District’s Facebook page under a tab called "The Square", which was the main gathering area in each district in the book. You have to “Like” the page before you can see the info, but it has branded messages, warnings, advertisements, and various other film promotions.

In addition to various other strategic social media tactics... I haven't even gotten to Twitter yet (not going to, so check it out for yourself--sorry!), The Hunger Games partnered with Feeding America and the United Nations World Food Programme to fight against hunger. The actors of the film starred in a PSA to raise awareness about hunger in the US and around the world.

As you can see, The Hunger Games did A LOT to promote the upcoming movie, but due to the campaign's heavy reliance on social media and digital tactics it was incredibly inexpensive and effective. There were still frequent TV advertisements, 3,000 billboard and bus shelter advertisements, movie posters, and almost 50 magazine cover stories, but with the help of social media platforms, the integrated campaign motivated a TON of engagement. The key is to constantly give fans something to get excited about and share--that that is exactly what Lionsgate did for The Hunger games. I'm quite confident that the film will do extremely well in theaters, and hope that other studios and marketers in all industries realize the power of creative and engaging digital promotional tools as centerpieces of integrated campaigns. 

I’d be happy to tell you about some of their other tactics, but I really want to register for my District Identification Pass so I know where my loyalty lies on Thursday night. Oh, and did I mention there is an iPhone game? The Hunger Games: Girl on Fire.

POGS,
AKtually Ashley