THE HUNGER GAMESⅡ

U s i n g D i g i t a l a n d S o c i a l M Ⅱe d i a f o r B r a n d S t o r y t e l l i n g

HAYDEN ANICET CECILIA DEVIN REBECCA SARIEL

 01 Background

Campaign
02 Measurement
CONTENT
S 03 Recommendation
and suggestion

04 Extension
«
01 Background
Background —— Brief Introduction

The first Facebook Teaser billboards

Second film was
page for the movie depicted futuristic
released.
series was launched. fashion.

The Hunger
Launch of the first A traditional
Games book
movie. marketing campaign
series published.
was held.

2008-2010 2011.10 2012.3 2013.4 2013.5-2013.8 2013.11

Background —— Target Customers

Men and women

Expected to be
under 25
steeped in the
world of the first
movie if not the

Passionate book series

existing fans
Background —— Communication Objectives

Leverage digital and

social media in a
coordinated and holistic
way to tell a brand story
and to engage existing
fans of the first movie.
« Campaign
02 Measurement
Characteristics of Storytelling Campaign —— Persistent
The whole campaign lasted for about 7 months while each element was related.

The marketing campaign is a transition and a bond between the first and the

second movie.

Events on the social media platforms are correlated and long-lasting.

Pro
s customers in
1. Engage
Cons a long time.
1. Bore customers 2. Have time to adjust to
and reduce customers’ needs and
enthusiasm. feedback.
2. Require more 3. Increase customer
cost and effort. loyalty.
Characteristics of Storytelling Campaign —— Pervasive

Orchestrated events:
Established contents:

TV ads and TV show In-person PR:

Radio ads Interviews/red carpet

Cover pictures on leading magazines Online PR:

Billboards and posters Blogs/Tumblr/YouTube/Facebook/

Dedicated website Twitter/Instagram

Partnerships Cross-marketing partnerships:

Teasers Subway /CoverGirl/Net-a-Porter

Characteristics of Storytelling Campaign —— Pervasive

1. Cross-selling products did not connect Pros

well with the movie.
2. No additional tie-ins for men and
1. Diversified communication
children.
channels to connect to broader
3. Elements of campaign were repeated.
audience.
4. Hard to engage customers who didn’t
2. Engage fans who are also
read books or watch the first movie.
customers of partnerships.
3. Take advantage of social network.
Cons 4. Increase brand awareness and
exposure
Measurement of social media

Tool Objective Measurement and Results

The Tumblr videos were quickly

Engage fans in Capitol; Expand narrative and fans’
Tumblr devoured by fans of the film, helping
experience; Gateway to links on other platforms
spread word among non-fans.

Encourage fans’ participation by posting video; Catching Fire’s trailer was one of the
YouTube
Previews and trailers to channel fan base. most watched videos on YouTube.

Get feedback; Engage fans in 12 districts and Capitol’s Facebook page had over 10
Facebook
events. million likes.

Regularly engage with fans; Relay public service Capitol had over 850,000 followers on
Twitter announcements; Links to trailers and promotional Twitter and the film’s Twitter account
pictures. had 969,373 followers.

Focus on fashion-conscious hipsters; Create

Capitol’s Instagram profile had 31,464
Instagram excitement among younger fans who share high-
followers.
fashion pictures with friends.
Characteristics of Storytelling Campaign —— Participatory
Fans can shape and share the story on film’s social media channels.

Huge amount of fan-created content on the film’s social media sites.

Several cross-marketing partnerships, such as Subway, CoverGirl, and Net-a-Porter,

participate in the campaign.

Pros
1. If each piece of the Cons 1. High involvement can
narrative is not be easily achieved
connected to the main among young adults.
plot, the storyline may 2. Fan feedback provides the marketing
confuse audience. team what fans want to see or don’t
2. Brands tie-ins did not connect well with the want to see.
movie’s storyline.
Characteristics of Storytelling Campaign —— Personalized
Fans can serve as brand ambassadors who post their pictures and videos on

Tumblr to show cast their fashion creations.

Fans were asked to post videos which then aired on Capitol TV on YouTube.

Fans can choose the district they want to belong on FB.

Too much personal Cons Fans can fully engage

in the campaign and
involvement may lead
different kinds of
audience focus on activities can satisfy
their different personal
their own content
Pros needs.
generation rather than
movie promotion.
« Recommendation
03 and suggestion
Recommendation and suggestion

Transmedia Storytelling

Action Reasons
Keeping the  The old campaign was
successful (many followers
structure, with & ideal box office).
 The contents, even
new
some platforms, are
approaches and outdated (like Tumblr: from
December 2013 to March
new contents 2014, its active users had
dropped by 14.3%—7
million).
Recommendation and suggestion —— New Approaches

1 Big
data

monitorin
To keep a higher

profile
g : among the

competitors
Recommendation and suggestion —— New Approaches

2 New technology in Offline Channel :

 Based on the SNS followers’ geographical information, choose most

popular location for display and promotion.

 Arouse audiences’ interest by using Augmented Reality (AR) and

Virtual Reality (VR) technology.

Recommendation and suggestion—— New Approaches
Recommendation and suggestion —— New Contents

1 Easter Egg: Design New Ending

Recommendation and suggestion —— New Contents

Unsatisfied with the overall ending or the

ending of a character in the book? 1

Rewrite the story and post it on the SNS

2

Invite your friends to vote and participate

3
The most popular and innovative one can
become a Easter egg in the movie! 4
Recommendation and suggestion —— New Contents

2 Mobile App/Mobile Game

 New action and adventure game in IOS and Android Platform

 Be like you are in a real hunger game and compete with other

players to win the prize

« Transmedia
04 Story Telling
Transmedia Story Telling

Differences between story telling and telling a story

?
Example in the Hunger Game case study, which one is
story telling
Tumblr YouTube Facebook

Online Announcement of
CapitolTV 75th Annual
magazine
Hunger Games
Transmedia Story Telling

Definition Key concepts

Transmedia storytelling is a
technique that allows a Audience’s
story to unfold across imagination
multiple media platforms
and that solicits the active
participation of fans and end Powerful
users in the story’s emotions
expansion across these
media. Engagement & Entertainment
Transmedia Story Telling for non-entertainment product

Product category:
Food, FMCG products, high-technique product etc.
Transmedia Story Telling for non-entertainment product

Example: Audi A3 “Art of the Heist”

Campaign
− Interactive story: a stolen Audi
A3
− Audience’s Investigation
− Multi media channels to activate
participation
− Connection between virtual and
real world
Transmedia Story Telling for non-entertainment product

• New York international Auto Show

• Bloggers’ post stories to asking for public’s help

• TV commercial

• Audi A3’s website to find the missing car

• High-end magazines to strengthen the illusion

Results:
− 45 million PR impressions
− 500,000 story participants
− 2 million unique visitors to Audi’s website
Contextual factors of applicability and effectiveness

Target Social media Cultural

audience channel factors

Impacts & Participation Acceptance &

involvement Attitude
Eg. Hunger games
funs and common
movie viewers
THANKS!