Social Media Marketing Builds Excitement

The Hunger Games

I’m very excited to say that I’m seeing The Hunger Games tonight! I read and really enjoyed the books, so I can’t wait to see how they are brought to life on the big screen! Clearly I’m not the only one who is or was excited to see the movie – it had one of the biggest opening weekends on record.

Now, the book upon which the film is based is extremely popular, having spent over 100 weeks on the New York Times Bestseller List and sold over 1 million copies on Kindle. That gave the movie an automatic fan base, but I also think that Lionsgate, the studio that released the film, did an excellent job of building anticipation prior to the movie’s release, particularly via its social media marketing campaign.

Lionsgate utilized various social media platforms to drive buzz for The Hunger Games. There was a Twitter account that tweeted in character as The Capitol to its followers and, as with any Twitter account, followers were able to tweet back and interact. The studio also used Facebook to its advantage – creating 13 different pages, which represented the different districts of the nation of Panem. This allowed fans to delve deeper into the districts’ distinct styles to see with which they identified most closely: they could even become “virtual citizens” of the nation! My favorite social media strategy that the studio used was its blog Capitol Couture, which highlights the fabulous costumes created for the feature film. You can click around to see the fanciful eyelashes, crazy shoes, and even some wacky facial hair. Frankly, the story is quite violent, so the blog appeals to those who are more interested in the visuals and the fashion aspect of the movie – enticing them to buy a ticket too!

I would have paid my $12 to see The Hunger Games even without the social media marketing campaign that Lionsgate launched, but I’ve greatly enjoyed interacting with the movie in a new and novel way. And, yes, it has succeeded in making me even more excited to hurry out of the Gossett Marketing office and get to the theater!


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