How Social Media Helped Hunger Games

The marketing team went all out for the movie - multiple websites, Facebook, Twitter, free ID cards, and the list goes on. Lionsgate and Ignition Creative made use of the social networks. Fast Co Create wrote an article about the marketing of the movie, including TheCapitol.pn.

“We decided from the beginning that we wanted to tap into all the large social platforms, but in different ways, because each platform is unique,” explains DePalma, who began with a viral campaign targeting fans of the book, on Facebook and Twitter. She and her team then launched a site called TheCapitol.pn that allowed fans to register for a district–a key component of the campaign. “That gave them an identity for this Hunger Games community, and it gave them an active role.” Fans could create their own district badges on Facebook, where they would connect to their district communities and be active participants.

They also talked about how the divided the community into teams, like Twilight.

 Lionsgate could have easily taken a cue from Twilight and separated the community of fans into Team Peeta and Team Gale, playing up the love triangle of the story in the same way Twilight’s marketing had stoked fans’ allegiances to Team Edward or Team Jacob. But they resisted. “We never went to the love triangle place,” says DePalma. “We knew from fan feedback early on that we wanted to avoid that. We could have done a lot with that online, but I think that’s definitely much more teen- and young-girl focused,” she assesses. “And I think that this film really appeals to all four quads.” (Men under 25; men over 25; women under 25; and women over 25.) They were careful not to confine their fans to one box.

They continue to talk about #HungerGames100, #HungerGames74, mayors, and apps.

Source: Fast Co Create