Case:Hunger games:Catching fire

Context:
Transmedia storytelling as a form of brand storytelling across various media platforms

They had launched a product seeding program for WOM publicity.Product seeding program
means target a group of enthusiastic fans (seeds) engage them and they would be prompted to
recommend and spread Brand value

1) Acquisition:How to Acquire when launching campaigns:

a)Expansion:Try to get in audience who would not have come in absence of WOM campaign
b)Acceleration:Try to get supporters earlier who would have been a customer much later after
release of film

2) Development:How to Develop for engagement so that audience will stick to storytelling and
keep on being target for next sequels

3) Retention:How to retain audiences with positive WOM and adjusting storyline to mould it?

Difficult to realise the value created with WOM.so confused whether to continue the same
content on TUMBLR or change it for Mockingjay Sequel

Audience engagement:

Problem statement: Was the social media campaign a one-time gimmick or it needed to be
tweaked for future sequels?

Case evaluation:
Some of the key elements of a transmedia storytelling campaign is its distribution (determining
the role of each social media), involvement( fans participation & engagement), and the
connection between narration and the main plot.

Media Activities Impact

Tumblr Featured fashionable lifestyle Not much is added to film

and the architecture and story but it enhanced user
designs of the capitol experience
 Youtube Trailers, previews of movie Trailer was among the most
and Creative content by fans watched videos of youtube
were uploaded in Capitol
channel

Facebook

Twitter

Alternatives:continue with campaign

New campaign aligned with the story:rebellion

Recommendation:Engage audience to be more focussed on the district channels; reduce

engagement in Tumbler

Media Recommended Activities