THE HUNGER

G A M E S : C AT C H I N G
FIRE
•R O S E L L E D I A S 2 0 2 0 0 4 8

•S A C H I M A R AT H E 2 0 2 0 0 4 9

•V I S H A N K H ATAV K A R 2 0 2 0 0 6 3

•B H A S K A R D E K A 2 0 2 0 0 7 4
•C E C I L   F A L C A O   2 0 2 0 0 7 6
•R A H U L D E S A I 2 0 2 0 0 7 9
•D H A N S H R E E   B H A L E   2 0 2 0 0 8 0

•J A N E S H A K H A N D E LWA L 2 0 2 0 0 8 5

•M A N I S H B I S H T 2 0 2 0 0 9 3

•N A N D H U V E N U G O PA L 2 0 2 0 0 9 7
•N I K H I L C H A N D WA N I 2 0 2 0 1 0 0
•O S I Y A G U P TA 2 0 2 0 1 0 1

•P R A T A P D U T TA 2 0 2 0 1 0 8
ADVERTISING
PROBLEM/
DILEMMA 

• Different than product-based

advertising 
• Engagement with existing
storyline 
• Driving consumer driven
engagement 
• Maintaining coherence on all
the platforms used 
• People already know what is
going to happen 
• All about building the hype
 BRAND STORYTELLING
• Use of distribution platforms to create personal and unique consumer experiences. 
• connects with the audience’s imagination and evokes powerful emotions.

TRANSMEDIA STORYTELLING

• Allows story to unfold across multiple media platforms 

• requires active participation of fans and end users in the story’s
expansion
• finding the core fan base that will share and disseminate the
narrative is crucial
• An immersive experience in the story

VIRAL Spreadabilit
MARKETING y
BRAND STORYTELLING
 S W O T A N A LY S I S

WEAKNESSES THREATS

STRENGHTS OPPORTUNITIES 

- Market leadership    - Online space

  position
- Local collaboration
- High margins
- Supplier's loyalty - Economy expansion - Market Saturation
- Innovation
- Gross margins - Emerging Competition
- Geographic presence
- Supply chain cost  - Growing technological
   expertise
 PROMOTIONAL MIX
The marketing campaigns aimed to show the difference between the privileged life of Capitol
citizens and the bleak lives of the citizens of the other 12 districts

It served to create
excitement among younger
It was used to showcase It encouraged citizens to It announced public service audience and would share
futuristic fashion, makeup, celebrate victors and announcements from the Capitol, the fashion images with
design and architecture of service their district well. ideological messages to the citizens their friends.
the Capitol
AUDIENCE ENGAGEMENT
User-Generated Content and Fan Participation
Male and female
below 25

Large fan base Target Engage actively

from the book
trilogy Audience on social media

Red Carpet Challenge

Connect with
other fans due to
shared interests

Customized and integrated experience achieves

higher levels of audience participation
Gamification
C A M PA I G N
OUTCOME

 Telling a good
story 

Distribution

Transmedia
Involvement of
Storytelling
audience
Campaign

Finding of each
piece of narratives

Fans Feedback
W H AT A R E T H E A LT E R N AT I V E S
AVA I L A B L E T O T H E P R O T A G O N I S T ?
• Gamification: Featuring the entire model in small social media games that could
have extended the experience to altogether a new level apart from the Ultimate
Fan Challenge 
• Kid toys and avatars can also have been relevant owing to the genre of the movie
• Apart from brand storytelling, they could have also created a hype of particular
segment like the one did in Bahubali or a question that intrigues everyone
CONCLUSION
• Enhanced audience engagement to unimaginable levels using
   transmedia storytelling
• Blurred the lines between reality and fiction
• Pervasive across all platforms, at all times
• Personalized and integrated user experience, giving a sense of belongingness
• Expanded the original narrative of the film
• Elevated the brand of Hunger Games
R E C O M M E N D AT I O N S
• Focused marketing by targeting the right audience (<25 yrs) through kiosks, celebrity
engagements, talent hunt, promotions on reality shows & in fashion shows.
• Enroll users as citizens of Panem and allocate them districts based on their unique skills
• Gamify Capitol and organize competitions between residents (users) of each district
• Giveaways to contest winners – Elements and weapons from Capitol, free movie tickets, etc.
• Sale of official Hunger Games merchandise and toys
• Conduct exhibitions to reveal costumes and showcase machinery of Capitol
• Influence the plot/character of the next movie using audience polls
• Online Virtual Reality experience of Panem
THANK
YOU !