The Hunger Games: Mockingjay Part 1 opens in theaters tonight, but I was fortunate to see the film at an advanced screening on Tuesday night! (Don’t worry– no spoilers)
This is the third installment of the franchise adapted from the best-selling series by Suzanne Collins. It was announced last year that Mockingjay, the last book in the trilogy, would be split into two films. Mockingjay Part 1 starts right where Catching Fire ends.
Before the first film became a box office hit, The Hunger Games marketing team chose to incorporate non-traditional marketing to ensure its success. And the social media campaigns have only gotten better.
Here are 3 elements of their marketing strategy that you can incorporate into your business:
Know your audience
Adapted from a Young Adult novel, The Hunger Games films appeal to the same demographic– those under 25. Consequently, the marketing team focused their social media campaigns to Facebook, Twitter, and Tumblr. They outlined specific goals for each platform. For example, during the first film’s promotion, fans were divided into Districts with its own corresponding Facebook page to interact with those in their District. And they chose Tumblr as the platform to debut the Capital Couture blog.
They also listened to their fans and curated their content based upon what was working and not working. They chose not to divide fans into Team Gale or Team Peeta because they found that their audience did not respond positively to such debates.
For the latest film’s promotion, they used the idea of the Capital’s propaganda as a marketing strategy. Posters featuring district heroes (above) and even their website were designed as Capital propaganda with the motto “Panem Today, Panem Tomorrow, Panem Forever.” President Snow addresses Panem (and us) in several trailers on Capital TV that were featured in prominent television spots.
They also coordinated interruptions as a marketing strategy. There is what looks like a broadcast hacked by the rebels from District 13. Something similar appeared on Twitter and was reposted to Tumblr:
Taking down the post quickly was all a part of the rouse that ignited fan excitement and attention as the post went viral.
Being creative is important, but don’t get too crazy…
Remember to stay true to your brand
The Hunger Games marketing is not about the Games themselves. They are selling the characters, the rebellion, and the film adaptation, not what gruesomely takes place in the arena. Each post should reflect the unique goals established for that platform. You want your audience to see you as a respected voice in your field, not just selling your products or services.
Your business might not have a production company’s marketing budget or resources, but you do have us! We at The Modern Connection specialize in creating customized online strategies fit for the big screen. Let’s meet for a free consultation so your online presence can start catching fire with your audience.
Here are 3 reasons why Mockingjay might be my favorite film in the franchise so far:
1.) This is the first film where we haven’t been in the arena.
2.) The theme is still dark and the majority takes place underground in District 13 or in a war zone. But there is well-timed comedic relief. And more Finnick.
3.) The Hanging Tree song arranged by The Lumineers. So hauntingly beautiful. Fans have been waiting for it, and it fits perfectly into this film.
This adaptation is better than I pictured while reading the book back in college.
Are you seeing the film this week? Comment below to let me know what you think after seeing it.
As a Digital Marketing Consultant for The Modern Connection, Nicole Williams connects businesses with the digital world. From social media marketing to web design, she helps tailor solutions to fit each client’s goals and objectives.