Hunger Games

2012

The franchise started movie name was The Hunger Games Catching Fire Released in November companies named ionsgate entertainment and !gnition creative  " mar#eting campaign that relied on stor$telling stor$telling and blurred the lines between realit$ and the movie The platforms % &ouTube Tumblr Faceboo# Twitter and !nstagram 'o it included sharper brand image and image  and a designer partnership or partnership  or all into attract more fan participation The Hunger Games 'top #now what(s written b$ Suzanne Collins she Collins  she don(t first novel in 200) name hunger the hunger games* second Noble Catching Fire in 200+* third boo# ,oc#ing-a$ in 2010 Noah(s are set in a post%apocal$ptic Nation it is a h$pothetical situation .arma old Center capitol and capitol  and while /istrict which have a image the districts are forced to participate in annual televised competition called The Hunger Games Contains science, Contains  science, fiction, Adventure, drama and action  that captures reader(s imagination target audience $ounger adults

201 201 %  millio million n copies copies

and top selle sellerr in ama3o ama3on4co n4com m even even better better than than Harr$ Harr$ 5otte 5otterr boo# boo# series series b$ 201  million copies in the 6nited 'tates Brand storytelling 6ses new distribution channels create personal and uni7ue resume e8perience contents created independent independent of audience needs tr$ to capture the imagination* and come up with their own stories that create powerful emotions that linger in the mind 9rand stor$telling versus characters* insert personalit$* humor* and emotions the stor$ the range of imagination sta$s within brand Transmedia storytelling The stor$ unfolds on multiple media platforms and re7uire active participation update users Spreadability all the content is important consideration and is accomplished through 1 mareting practices in social media channels • • • •

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1+++%other 1+++% other e8amples of successful mar#eting b$ h$pothetical stor$ telling:

9lair ;itch e8ample promotional campaign there histor$ of a fictional 9lair ;itch also had it on 'treet personal distributed missing person fl$ers for the correct characters who disappeared in the phone there was the televised the T< series on that to ma#e it popular 

45 million PR impressions 500000  Stewie participant and 10000 leads to the dingo and 2 million unique visitors to the Audi usa.com

'imilarl$ the i33ie 9ennet /iaries created the last Twitter Faceboo# !nstagram and Tumblr to retell the stor$ of =ane "usten 5ride and 5re-udice e7uated image decorated in the weighted opportunities for the fans to interact with the stor$ in 21st centur$

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>ther transmedia stor$telling e8amples of ?) and ) @ 9ritish missing so the$ could not put the car in the auto show connected with the last resort retrieval compan$ that finds or recover c$an art items that are stolen anticipated h$pe about >rlov hit left to gre$ pupp$ Cit$ e8ample left to  million 5R impressions 00000 'tewie participant and 10000 leads to the dingo and 2 million uni7ue visitors to the "udi usa4com other stor$telling e8amples for H9> series Game of Thrones 5rometheus film The ,atri8 and then a trust where the$ birthda$ was a a brea# up and ma#eup and .en and 9arbie

The 5roducers wanted to use transmedia as the ma-or promotional strateg$ he focused on the difference on the lifest$le of the rich capitali3e the word destro$ to create a motion in the audience for li#es and disli#es The traditional methods are 1 two create rand awareness ! to " months right release o# the #ilm $ add placement Auntie video maga%ines and ell oots proal$ create a partnership or an end ma&e a dedicated wesite please on 'ouTue teasers other traditional methods include in person we are li&e interviews red carpet event doing online PR $ logs and social media and doing other  cross mar&eting Partnerships however the twitter  campaign was 11 words that b$ creating !ntrigue in curious fansA mind That was one of first bull move to tr$ ever$thing  "pril 201@

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'tated to in 201@ ever promoted a futuristic fashion called Capital .utcher to Ghana tension off the fence and the used Faceboo# Twitter &outube and !nstagram end oh so there wasn(t much to  gauge been with li#e in heart of 0 and @ painted capitalize a dar mysterious and intimidating place •

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/id an online maga3ine that showed the capital of Gmail on our fashion and design and it loo# li#e the articles of end real life writers who were featured on the site and the$ were given title slide editor%in%chief fashion designer Capitol correspondent and capital contributor so it loo#ed all the onl$ maga3ine Need to loo# li#e a real and ver$ similar to other fashion maga3ine the photographs were ta#en b$ 1) 5alin was also ver$ e8cited about this picture and had previousl$ words in movies such as 'aul and 9err$ who stop so he designed Capitol portrait a series of 1 and dramatic photographs that had a vivid depiction of 11 main characters in the film those portraits were sent to Faceboo# Twitter and !nstagram and the$ were released in teams on under 5artners their

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$outube

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Faceboo# % >ctober 2011

,arch 2012 %Faceboo#

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Twitter 

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!nstagram

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5artners word &ahoo movies and T< ,'N and The Huffington 5ost !nstead of a diet product placement be created partner advertisement with the runs li#e a Covergirl and B fashion net%a% porter and a new polish brand such as China Gla3e so the$ made that these friends are available in the Capitol Hill because ! thought the core fans have probabl$ a pun# roc#* and he stablishment sense or the "rches the purest of the Frenchise4 in other words the$ were promoting other products indirectl$ without disturbing the spirit of the movie which was fictional in nature4 The capital capital cartoon shows of tantini of ostentatious and fashionable life in the Capitol and alwa$s serve to e8pand their narratives and Fan B8perience  be Tumblr served as gatewa$ to Faceboo# Twitter Google 5lus !nstagram and the &ouTube &ouTube the social sharing media for catching fire it has a ver$ 0 strong media and created free word and crDdit talents so and those and for ever$ distinct voices the$ have some special capabilities for e8ample this to powerful assault wa#ers /istrict  cutting%edge renewable energ$ technolog$ t/istrict 2 peaceful peace#eeping forces

in# the Tumblr website or the maga3ine and the Faceboo# page had the invite friends to li#e this page lin# ! also a lin# to visitor posts Faceboo# page as the fans to pic# 1 /istrict so the$ can celebrate the with trees of fellow citi3ens of their /istrict to do did well end also launched a video teaser of upcoming movie as an important announcement The Faceboo# page was used to announce th and 1 Hunger Games and all the citi3ens were re7uired b$ law to view it all the district had their own Faceboo# page from the first movie to second the film Twitter following was almost 1 billion which was E growth in 1) months4 Twitter messages for the ideological messages to 5anem citi3ens* for e8ample the$ respect 2 tric#s boundaries and threatening punishment who would ignore the call additionall$ the$ had lin#s to Capital culture and film(s trailer and promotional pictures .at$ 1 ;alla word putting mostl$ fashionable photographs to promote Capital culture from the Tumblers

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the$ were targeting fashion%conscious hipsters mostl$ focusing on fashion not on the overall stor$ so this was an e8ample of deep understanding of phones nice fan base did not add an$thing to the phone plug >sh#osh as#ed fans to share their stories when the$ were addressed similar to the characters off the phone

 "6/!BNCB BNG"GB,BNT Target audience

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The Catching Fire stor$telling campaign targeted passionate e8isting fast and not new cameras there was alread$ e8isting a large fan base off boo#s geolog$ mostl$ men and women under 2 The social media campaign was aiming to elevate the e8citement among these fans so the$ start to tal# about the movie and the depiction of the characters when the$ tal# to their friends and  "ssociates there were some #ind of challenges thrown at the fan b$ the capitol so that friend found bases could connect with each other through the social channels as a result there was a tremendous amount of user or fan created content

6ser Generated Content

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Challenges and participation

films creative agenc$ lost no opportunit$ to connect with the devoted fans France we(re not -ust passivel$ watching that were activel$ participating in the movie social media channels 1 Capitol art challenge* fans were encouraged to enter the old fashioned creations with a message* toast the victors* and fans the missions were posted on Capital cut $our site under subtitle citi3en activit$ •

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2 be fabulous* 9 capital* be see challenge or citi3en to post or tweet pictures for off their capitals si3e fashion capitalst$le @ Capital red carpet that is three wheel and fictional Bffie Trin#et on to to to to to evaluate the actress 22 list "le8andra new floor the !ltimate "an challenge% Bagle gamification of fan participation to participate in the challenge fans have to register $ou specific as to have Center competitions and of points if the$ are enough points the$ will unload badges the$ was bragging rights and to share with their friends and communit$4 this #ind of challenges leading to an online ongoing narrative and which will enhance phones friend and or all Fan B8perience campaign outcomes

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Capitol "aceboo page has 10 million )0* 000 followers on Twitter  trailer was a mountain &ouTube most watched print use

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Hunger Games was one of the most searched categories on Google top trends on Twitter  The Hunger Games movie T#itter account haced $%$, &'& for#ard sho#ing that South also had strong follo#ing of follo#ing our fan base

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Bvaluating the transmedia stor$telling campaign

there was a huge amount of user%generated content bloc#s photos and videos opening wee#end phone had 1) million at bo8 office end ) million globall$ catching fire highest grossing film at domestic bo8 office in 201@ end add number 10 at an$ phone highest Crossing at the domestic bo8 office Comparative figures figures /ivergent $oung adult fiction /ivergent opening da$  million ,a3e Runner opening @2 million

6suall$ the central Todd and creative idea is the stor$telling narrative4 Hunger Games campaign tr$ to create an elaborate stor$ bold and will countr$ will citi3ens and Real Fashion ,aga3ine putting emphasis on fashion and apparel (uestion is #hether these elements hang together  story #as coherent #hat about the fashion challenges #hat to do to do to engage the audience in co)creation •

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 distribution channels% social media(s for uni7uel$ used each platform used differentl$ e8ample fan resistor for particular /istrict would have a particular  batch so that the$ can generate a sense of belonging to the stor$ world fans were also given identit$ such as /istrict marrow recruiter  so the$ had some #ind of stor$ personali3ed stor$ to tell it to their  friends That is how the$ made their whole fan base the name of the social media strategist 9ehind The Hunger Games campaign is /aniela /e 5alma 5eople stor$ to consume share and absorb in their life Tumblr blog which two friends in ver$ outlandish Fashion 9eaut$ and photograph$  "lso the fan based stories with =err$ about actuall$ about

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participation word more integrated into ethical 7uestion for e8ample wh$ the capital is in st$le even though it is standing from wall inscription of fresh oppression therefore the last message was somewhat confusing How could something which is dar# li#e Capital could be future of  fashion did was it in a '$nerg$ with the boo#s message ! from cap  "ll sleep is essential to ma#e sure that the send are not confused b$ subplots so the website to generated 9alance between realit$ and fiction do $ou do the fan feedbac# the mar#eting campaign $ou what the$ want to see it but the$ do not want to see the film fans were t$picall$ s#ewed $ounger so it was important to be careful that their wish list is not ignored as well as to include a fan%base which was over 2 however was a device move to spend ,illions on advertising on an audience which was alread$ activated how with this new will affect the mar#eting for their ne8t movie would it be possible for to #eep the fan base engaged until the release of ne8t movie and doing the entire F!, 'eries The partners at  'ubwa$ did not fit in the plot because the movie was about hunger and death starvation similarl$ covergirl s and net a porter mostl$ cater to women which did not cater to men and children* when were the larger larger fan base and research shows that man$ people were hunting for men and children fashion pieces so the$ was need additional time The campaign also was put in traditional media li#e printed T< commercial and posters and these were /orchester together with the online event for e8ample the posters off the characters were released on Twitter  the lead actors for e8ample =osh Hutcherson interviews the first Trader on popular T< show that is Good ,orning "merica leading maga3ine was call cooperated with landscape to police car pictures of the characters to build Falls the amount of attention and details were given to posters portraits fashion and beaut$ elements of campaign word repeated 1 of Bpic dedicated to particular movie being released shoot continue to ma#e this high level of effort e8ample of catching fire laws designed to reach bigger audience not sure the$ needed to do for the ne8t two movies in the franchise or not the se7uel Hunger Games ,oc#ing-a$ 5art 1 the ne8t installment in The Hunger Games series what(s this

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conclusion

online a fo8 fashion maga3ine Capital culture made elaborate photoshoot and put Capitol T< /istrict was his on &ouTube and the mobile app The mar#eting platform had laid the groundwor# for an ongoing conversation when fans and enables them to continue to share and spread the word online B8ample landscape coo#ie to Capital culture and capital T< to promote ,oc#ing-a$ but the$ could send te8t message to fans4 ,oc#ing-a$ was to promote a concept of rebellion against the capitol could ! successfull$ blurred the line between realit$ and fiction once again b$ establishing partnership with the ;heel designer mas7uerading as 5anem citi3ens line s#it also needed to consider of us to continue using low cost me as it is to $ou to test the full t$pical H2 clear or to do ,a8 miles to ,unfordville in the end interim $ou li#e new partnership in stor$telling techni7ue lines get e8ecute to #eep the fans interested

B+A ST2+3T-44.G has been used b$ successful friends to differentiate themselves and enhance against interest and engagement4 •

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Transmedia brand stor$telling is a subset of 2 children stor$telling that uses various media and distribution platform to promote " brand4 is -udged on its p ) pervasiveness across all the forms at all times* on persistent stor$ on development in real time* on level of audience participation* and on a personali3ed and integrated e8perience4 therefore this stor$telling campaign  The Hunger Games Catching Fire intriguing leave blur the lines between fact and fiction #eeping fans at once #issing and engaged user content or the fan content b$ enthusiastic participation of fans e8pended the original narrative4 Getting  e8ecuted a campaign that ignited it(s cool fan scroll Cit$ and participation* promotional social media campaign start to elevate The Hunger Games friend and bring it closer to its sense however there was a ris# to overwhelm the fence with too much content