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.