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| Date post: | 12-May-2015 |
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casestudy: defining metrics of successThehungergames
GO
Why?The social media campaign designed for The Hunger Games is
fascinating for the scale of the transmedia campaign, the documentation on the budget, goals, & team, & for the extensive
and ongoing Fan Generated Content on multiple platforms.
thehungergamesSocialMediaCampaign
facebook active Early: March 2011, cas,ng revealed on Facebook
Facebook Fan contest to visit set: 24 June 2011
teaser trailer: August 2011, reveals #whatsmydistrict,
use triggers tweet back from @CapitolPN
thecapitol.PN site: 29 August 2011, register for your district
13 Pages launched on Facebook: 12 Districts & Capitol PN
CapitolCouture.pn tumblr site: January 2012, style guides, pics, contests
Capitol.pn tour site: 31 January 2012, sign up for tour
cafepress merchandizing: 21 February 2012, fan & official designs for sale
fan of the week district mayors beta testers tumblr
youtube channel fan made content red carpet on facebook
socialplatforms
official & fan merch
teaserpuzzles• #HungerGames100 Campaign 15 Dec.
2011
•Integra,on & Cross-‐Pollina,on of Social Media PlaUorms
•100 pieces hidden on Partner Facebook pages
•Treasure hunt to assemble poster
•Generated 100,000+ tweets
•Facebook, and TwiXer to work together. “We were pleasantly surprised throughout the en,re process.”
•12 different websites as “district sponsors.” Yahoo, Machinima, Fandango, IGN...
hybridmarketingcampaigntraditional marketing:80,000 posters distributed, 50 magazine cover stories, ads on 3,000 billboards & bus shelters
marketing budget: $45 million
vs typical: $100 million
21 staff vs 100 in typical campaign
Before the launch on March 23, ‘a staggering 84% of moviegoers said (last) week that they had heard of 'The Hunger Games,' and 61% said they were definitely interested in seeing it.’
Success
bynumbersBetween Thursday, March 21 and Sunday, March 24 The Hunger Games generated over 3 million conversa,ons on the social web.
Majority of conversa,ons were on TwiXer.
Facebook was the second most-‐used plaUorm with just over a hundred thousand conversa,ons.
The Hunger Games played in 4,137 theaters at the domes,c box office, including 268 Imax theaters, which turned in a hely $10.6 milion for a per-‐screen average of $40,000, a record for a 2D nonsequel.
1stweekendnumbers3rd highest domestic, non-summer/non-sequel opening$152.2 million
•‘A’ CinemaScore overall on Friday night•under age 25 ra,ng = ‘A+’ •over 25 ra,ng = ‘A-‐’•39 percent of the audience younger than 18•CinemaScore exit polling
•Males made up 39 percent of Hunger Games' Friday night audience.• 49 percent of those showing up to see Hunger Games were under age 25; Lionsgate's exit polling showed that 44 percent were under 25.
Saturday/Sunday viewing fell by only 20% indica,ng strong family turn-‐out.Success in all 4 quadrants: Men over/under 25; Women over/under 25
hybridmarketingcampaign‘...Lionsgate marketers likely spent $15 million to $20 million less (30%) than a larger Hollywood studio might have, using a campaign heavier on television adver,sing.’
‘The mix will change. Companies that are conglomerates, with large broadcast networks or a bouquet of cable channels are going to have to adapt. And it will be disrup,ve.’
Jon Feltheimer, Lionsgate Entertainment Corp Chief Execu,ve
data pulledApril 21 & May 20
Danielle DePalma interview with FastCompany.comLionsgate’s senior vice president for digital marketing
thehungergames ‘socialmediamachine’
1. Play to your base. Fans come 1st. & 2nd. & 3rd
2. Exploit Each Social Media PlaUorm for its unique quali,es
3. The Source -‐ the Book -‐ is Your Bible
4. Cast a Wide Net: Every One is on Team ‘Hunger Games’
5. Tease Judiciously
6. Turn Tradi,onal Adver,sing into Social Media Events
7. Cross-‐Pollinate Social Media PlaUorms
8. Tweak (and Tweak) Constantly!
9. Employ Apps & Games to Sustain Post-‐ Release Momentum to DVD sales
10. Play the Long Game, This is Only the Beginning
designdecision“We made a rule that we would never say ‘23 kids get killed,’ “We say ‘only one wins.’ ” The team also barred the phrase “Let the games begin.”
“This is not about glorifying compe,,on; these kids are vic,ms.”
“Everyone liked the implica,on that if you want to see the games you have to buy a ,cket.”
Tim Palen, Lionsgate’s chief marke,ng officer
“We were able to dive into the world of the Capitol. It allowed us to focus on the stunning visuals of the Capitol and the adult cast of the film [Woody Harrelson, Lenny Kravitz, Elizabeth Banks], who were much more known, rather than selling the games.”
DanielleDePalma, Lionsgate’s senior vice president for digital marke,ng
storyworldextension
monetizing“Having a nail polish for the rabid young girl fan base to relate to our movie on a personal level feels smart.”
Tim Palen, Lionsgate’s chief marke,ng officer
“...[because] the film’s characters are too busy murdering each other to get manicures, the nail polishes are sold as products worn by the extras...”
Monica Corcoran Harel, NY Times style ar,cleMarch 23, 2012
Recap: “6 Reasons Why ‘the Avengers’ is Crushing it at the B3 Office”
Jeffgomez & fabianNicieza
1. A Mastermind with a Long-‐Term Scheme
2. Insis,ng the Story Wins Out Over Egos
3. Homer, Dante and…Stan Lee! Embracing a Mythos of Our Own
4. One Universe, Dozens of Access Points
5. Incen,vizing Rivals to Team Up
6. A Daring, Well-‐Timed Release Strategy
15 May 2012, BusinessInsider.com
http://articles.businessinsider.com/2012-05-15/entertainment/31705895_1_individual-movies-feige-comic-book-fans/2
theavengers
1. A Mastermind with a Long-‐Term
Scheme 2. Insis,ng the Story Wins Out Over Egos
3. Homer, Dante and…Stan Lee! Embracing a Mythos of Our Own
4. One Universe, Dozens of Access Points
5. Incen,vizing Rivals to Team Up
6. A Daring, Well-‐Timed Release Strategy
15 May 2012, BusinessInsider.com
1. Play to your base. Fans come 1st. & 2nd. & 3rd.
2. Exploit Each Social Media PlaUorm for its unique quali,es
3. The Source -‐ the Book -‐ is Your Bible
4. Cast a Wide Net: Every One is on Team ‘Hunger Games’
5. Tease Judiciously
6. Turn Tradi,onal Adver,sing into Social Media Events
7. Cross-‐Pollinate Social Media PlaUorms
8. Tweak (and Tweak) Constantly!
9. Employ Apps & Games to Sustain Post-‐ Release Momentum
10. Play the Long Game, This is Only the Beginning
Thehungergames
5e Story, the Storyworld, the Archet6al Pattern?
who is team ‘hunger games’?
who do we iden,fy with?
what is the long game?
Fan ARG launches October 2011, 50,000+ players sign up, Gamemaster changes name aler Lionsgate’s cease & desist LeXer
Panemoctober.COM:
Facebook page launches: January 2012
fan-‐created site
down with the capitol
the hunger but mainly death games May 2012 fans train then,
fight in a Hunger Game as tributes
the hunger games rPG
thehungergamesMeanwhile....FanGenerated7tensions
GROW A BETTER FUTUREIn Panem, the Capitol enforces scarcity. Though there are a mul,tude of resources throughout the Districts, though Katniss and Gale are expert hunters, the Capitol uses its power to enforce ar,ficial scarcity. This forces ci,zens of the Districts to break the law or to enter their names for the Reaping over 20 ,mes. The system is designed to keep the rich in the lap of luxury and the poor scrounging for scraps to feed their children.
Our system is broken too. There is enough food in the world to go around. There are enough farms, enough resources, to ensure that no one goes hungry. That’s why Oxfam America has dedicated its GROW campaign to reforming these systema,c injus,ces. It addresses 5 major failings in our system that lead to starva,on around the world.
thehungergames singapore
two models of engagementIs One Better 5an the Other?
25,000+ videos posted on youtube as of sept. 2012
IP?...MoreFanGenerated7tensions
minecraft’sopenplayground
whatcouldyoudointhissandbox?
“As the official game of The Hunger Games, you’ll be playing alongside other fans, exploring never before released official stories, collecting exclusive virtual items and be the first to access new Hunger Games news and content.”
Web Design
fans first
All the Lorem Ipsum generators on the Internet tend to repeat predefined chunks as necessary, making this the first true generator on the Internet. It uses a dictionary of over 200 Latin words, combined with a handful of model sentence structures.
Graphic Design
Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old.
Mobile
“or the first time, the official map of Panem will be revealed. Unlock the secrets of the Hunger Games universe with your friends.”
3d Modeling
discover panem
newstoriesinpanemFacebook&iPadGames...
You’re the next hero
keyINSIGHTS...A dedicated, responsive, & integrated social media campaign can engage a global fan community & create measurable impact at the box office. And here, for less $ & with a smaller team than tradi,onal blockbuster marke,ng.
Remember though, that fans will play with content they love, adapt it for what interests them the most,& they won’t wait for the studios or producers to give them what they want.
Engaged fans are a driving force to respect & woo. If you don’t pay aXen,on, they will leave you behind..
urls for 5e Hunger Games
Slide 3: http://www.fastcocreate.com/1680467/inside-the-hunger-games-social-media-machine#1Slide 5: http://www.fastcocreate.com/1680467/inside-the-hunger-games-social-media-machine#1Slide 6: http://www.nytimes.com/2012/03/19/business/media/how-hunger-games-built-up-must-see-fever.html?_r=1&pagewanted=allSlide 7: http://www.radian6.com/blog/2012/03/the-hunger-games-social-media-campaign-a-case-study-in-content-marketing/Slide 8: http://www.hollywoodreporter.com/news/box-office-report-hunger-games-jennifer-lawrence-304214Slide 9: http://www.reuters.com/article/2012/05/04/entertainment-us-hollywood-socialmedia-idUSBRE8431JP20120504Slide 11: http://www.fastcocreate.com/1680467/inside-the-hunger-games-social-media-machine#10Slide 12: http://www.nytimes.com/2012/03/19/business/media/how-hunger-games-built-up-must-see-fever.html?pagewanted=allSlide 13: http://www.nytimes.com/2012/03/19/business/media/how-hunger-games-built-up-must-see-fever.html?pagewanted=allSlide 14: http://www.nytimes.com/2012/03/25/fashion/noticed-movie-tie-ins-extend-to-beauty-products.html?_r=2&ref=mediaSlide 15: http://articles.businessinsider.com/2012-05-15/entertainment/31705895_1_individual-movies-feige-comic-book-fans/2Slide 16: http://articles.businessinsider.com/2012-05-15/entertainment/31705895_1_individual-movies-feige-comic-book-fans/2Slide 19: http://opinionator.blogs.nytimes.com/2012/03/31/fan-power-hunger-is-not-a-game-revisitedSlide 20: http://opinionator.blogs.nytimes.com/2012/03/31/fan-power-hunger-is-not-a-game-revisited
Get in Touch
5e Hunger Games Case Study was prepared by:
Dr. Siobhan O’Flynn
siobhanoflynn.com @Sioflynn
contactus
TMC Resource [email protected]
tmcresourcekit.com
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5e Hunger Games Case Study is released under a NonCommercial ShareAlike Creative Commons license to be shared, remixed and expanded non-‐commercially, as long as you credit the TMC Resource Kit, the creator of the Case Study, Anthea Foyer or Dr. Siobhan O’Flynn, and license your new creations under the identical terms.
