The+Hunger+Games



=The Hunger Games Social Media Campaign: A Case Study in Content Marketing= //By: [|Mike Girard]//

The Hunger Games just enjoyed a record-smashing opening weekend, fueled in part by an impressive social media strategy. The campaign is a case study for how movie studios should be marketing their films on social, and provides a broader lesson in content marketing for any brand.

The Social Media Strategy: An Outsider's Perspective
The Hunger Games� social media team put together an immersive, multi-platform campaign that focused on three of the main themes that run through the novel.
 * They created 13 [|Facebook] pages, one for each of the Districts from which the Hunger Games contestants are pulled from, and captured each of their unique characteristics. A Facebook app allowed people to identify with the individual districts as well.
 * They created a Twitter account that hosts the games and forces the contestants to fight to the death. It tweeted news, information, and warnings in character.
 * Finally, a Tumblr blog was created called [|Capitol Couture] that focused on the fashions of the characters, which were used in the book to further define the Capitol from the people of the Districts.

Individually the accounts let fans customize their experience according to their interests and where they prefer to engage online. Taken together the multiple platforms gave people who hadn’t read the books everything they needed to know about this fictional world by immersing them in the culture and conflicts of its society. In short, any barriers to becoming a part of the community of Hunger Games fans were removed. This allowed moviegoers an opportunity to be just as emotionally invested in the movie as those who read the books, priming them for social sharing. The social media strategy helped fuel an extremely successful opening for the movie franchise.

A Look at the Numbers
Between Thursday, March 21 and Sunday, March 24 The Hunger Games generated over 3 million conversations on the social web.

The vast majority of conversations using social media were not surprisingly found on Twitter as people flocked to the micromedia site to rave about their excitement for the film and weigh in with their opinions. Removing the Micromedia trendline allows us to better see the other platforms people used to talk about the film. As we can see Facebook was the second most-used platform with just over a hundred thousand conversations.

A Case Study to be Emulated
The Hunger Games social media campaign is a case study for other studios to emulate when releasing films, but there are also some general lessons to be learned for any brand.
 * 1) Content should give fans everything they //need// to know about your brand.
 * 2) Chose social media platforms that deliver your message to your customers where they live online and that will cater to your brand identity.
 * 3) Create an inclusive community around your brand that will inspire people to share your content and talk about you.

Facebook and Twitter are traditionally seen as the must use platforms for content marketing on social media.


 * Click[| HERE] to read more about using social media marketing to bring fiction to life**


 * Check out [|Capital TV]: The Hunger Games Movie Channel**
 * Click [|HERE] to read 'Inside The Hunger Games Social Media Machine'**
 * And, one more site can be found [|HERE]**

//__ HOMEWORK: __//
View the Facebook pages of each district tied to the film. Identify and describe each district in the film. Note the layout and any promotional aspects used on each page. You may need to use this information in class!

Facebook or Twitter: Register for a District Identification Pass and be assigned an occupation, district and Panem Citizen Number. The District Identification Pass (DIP) contains a QR code. Where does this QR code leads to - what website? Save or download your DIP to be used in class. Make sure to save appropriately so you can access in the classroom.

**__ Monday, April 16 - Wednesday, April 18: __**
You viewed several website and YouTube videos on "The Hunger Games." Your task is to create an original promotional campaign for the movie. The campaign includes:
 * a movie poster. One QR code must be included. The code could link be for buying tickets online, the movie website, the 'districts' page you will be creating, or the synopsis page you will be creating.
 * a visual describing the 12 Districts
 * a synopsis of the movie - not a movie trailer

**__ Thursday, April 19: __**
Click[| HERE] to access the **// Guide to Mobile Advertising. //**
 * // 1. Read pages 7 & 8 "Basic Principles of Mobile Marketing." Answer the following questions. //**
 * To maximize impact and value of a mobile marketing program a wide range of tactics, or strategies, need to be used. Identify and explain the tactics given on these pages.


 * // 2. Read page 10 "Two-Way Communication of Mobile Marketing." Answer the following question. //**
 * What ways can you use to communicate with your customer when using mobile marketing?


 * // 3. Read page 12 & 13 "Craft a Mobile Advertising Campaign." Answer the following question. //**
 * What steps should be used in creating a mobile advertising campaign?

**// 4. Compare the strategies you have just read and analyzed with the strategies used in "The Hunger Games" advertising campaign. //**
 * What strategies were used in the campaign?
 * How did those strategies follow the 'recommendations' to creating an effective mobile advertising campaign?

**__ Friday, April 20: __**
Click[| HERE] to access the **// Guide to Mobile Advertising. //**
 * // 1. Read pages 15 & 16 "Live It to Sell It." Answer the following questions. //**
 * Why is it important for marketers to experience what the mobile customer does?
 * How can QR codes be used in the customer experience?


 * // 2. Read pages 18 & 19 ". . . Multiple Means of Engagement." //**
 * Why should multiple options for mobile engagement be provided?


 * // 3. Find a product, other than those mentioned in the article or "The Hunger Games" movie, that uses multiple means of engagement. //**
 * Explain the multiple options used.
 * Provide the URL of the product's website that shows those options.

**__ Wednesday, April 25 - Thursday, April 26: Digitally Interactive Cereal Boxes __**
1. Read the following articles to gain insight as how cereal boxes can become digital advertising displays
 * [|Cereal Boxes Make for Good Reading]
 * [|Emerging Mobile Technology]
 * [|The Future of Cereal Packaging]
 * Do some research of your own on the new digital technolgy being introduced instead of the old 30-second TV ad.

** YOUR TASK: Create a digitally interactive cereal box. **
After reading the above articles, you should have some ideas on what you envision can be an interactive display for a cereal box. You will be given a cereal box to work with. If you use a QR code, it must link to some interactive activity relating to that cereal. It may be a hologram, a YouTube video, an interactive game, or a short story. The possibilities are only limited by you. Once you have selected the interactive activity, you will display it on the cereal box. The display must "fit in" with the theme of the cereal box and not be so noticeable that it detracts from the box itself. Think of the visual content of the box. Boxes will be displayed at the Art and Academic Fair.

**__ Friday, April 27 - Monday, April 30: __**
I am. . . . (QR Codes)

**__ Tuesday, May 1 - Thursday, May 3: __**
Create a Fake Wall for HLV Community School (Social Media)

**__ Friday, May 4: __**
Access the //** Guide to Mobile Advertising **// // 1. Read pages 20 & 21 "Click It". // // 2. Complete the assignment. //
 * What are mobile landing pages? (You may need to search the Internet for the answer)
 * An effective headine on a landing page should contain these items: __,_____, and__ __.
 * Identify five examples of "calls to action" that you personally would use in creating a landing page. Rank them in order of preference. Explain why you would choose to use each one.
 * Which of these have you personally used? Describe your experince.


 * // 1. Read pages 26 & 27 "Tips for Successful Mobile App Promotion" //**
 * Create a visual informational poster showing the tips.

Access the **// Guide to Mobile Advertising //** **// 1. Read pages 35 & 36 "Interactive, Integrated Campaigns" //**
 * List and explain, in your own words, questions to consider when planning a mobile ad campaign.
 * // 2. Read pages 37 & 38 "One Message, Multiple Platforms" //**
 * Summarize the article


 * // 3. Read pages 62 & 63 "Beyond Show and Tell" //**
 * What is the goal of the media mix?
 * What will be the dominat part of the marketing mix by 2015?
 * What quote of Ben Franlin still holds truth in today's media and marketing?
 * Is mobile marketing and advertising the same thing? If so, explain how. If not, explain why not.