Question

In: Operations Management

1.How did the marketing campaign for Hunger Games: Catching Fire mark a departure from a traditional...

1.How did the marketing campaign for Hunger Games: Catching Fire mark a departure from a traditional marketing campaign for a movie? What was innovative about the marketing approach adopted by Lionsgate?

2. A good transmedia storytelling campaign should be persistent, pervasive, participatory, and personalized. Critically evaluate the campaign based on these elements.

3. Discuss why Lionsgate focused on engaging existing fans rather than attracting new customers to the movie. Do you agree with the decision to not focus on other segments like older customers or male customers?

4. Carefully review all the creative and media tactics used in the campaign. What did Lionsgate do well and what could have been done better?

5. To what extent can the transmedia storytelling approach be used for marketing non- entertainment products? What contextual factors would determine the applicability and effectiveness of this approach?

Solutions

Expert Solution

1.     How did the marketing campaign for Hunger Games mark a departure from a traditional marketing campaign for a movie? What was innovative about the marketing approach adopted by Lionsgate?

Lions gate Entertainment and Ignition Creative collaborated to create a new type of marketing campaign that relied on storytelling in a digital world and blurred the lines between reality and fiction. This innovative method that they used is called brand storytelling, that consists of mixing social media campaigns undertaken across a variety of platforms such as youtube, tumblr, facebook, twitter, and Instagram, while bringing into sharper focus brand and designer partnerships in the film, and attracting enthusiastic fan participation

2.     A good transmedia storytelling campaign should be persistent, pervasive, participatory, and personalized. Critically evaluate the campaign based on these elements.

Lionsgate used the brand storytelling method to create long-lasting personal and unique consumer experiences by using a variety of platforms. It induced powerful emotions using brand content to connect with the audience. The campaign drew the participation of passionate fans and blurred the borders between reality and fiction. Lionsgate's marketing approach used a mix of social media and platforms such as Facebook, YouTube, Tumblr, Twitter, and Instagram, while a traditional marketing campaign mostly focuses on ad placement on TV, magazines, billboards, radio, partnerships, a dedicated website, YouTube teasers, in-person PR, online PR, and cross-marketing partnerships. The Hunger Games: Catching Fire marketing plan was innovative because it used transmedia storytelling: a combination of new and traditional media storytelling to increase audience engagement across platforms. Finding passionate fans who are willing to share the narrative of the story was essential to achieve a viral marketing by spread ability, which is the most significant part of transmedia storytelling. A good transmedia storytelling campaign should be persistent, pervasive, participatory, and personalized. The Hunger Games: Catching Fire campaign captured all elements of a good transmedia storytelling campaign. The Catching Fire team was careful to amplify online content offline to keep consumers interested over the period of the campaign. This meant magazine pieces and TV appearances correlated with online releases of content. Fan challenges also demonstrate the campaign’s success in creating a hands-on environment. Fans of the series participated in a #CapitolStyle challenge, as well as an Ultimate Fan Challenge, each of which required fans to create and share content. These challenges increased involvement with the series and encouraged discussion both on and offline, which therefore increased excitement for the upcoming movie. The campaign focused on fan participation, which made it naturally a tailored campaign. Fans took existing ideas from the Hunger Games world and made it their own, expanding on existing involvement in the story. Finally, the Catching Fire campaign was persistent in that it took place across all platforms. Facebook, Tumblr, Instagram, Twitter, and YouTube were all frequently showcased content from the Hunger Games marketing team and fans. These approaches combined with traditional media (billboards, TV, print, etc.) meant that fans could find an advertisement for the film just about anywhere.


Related Solutions

Two social media marketing campaign in Saudi Arabia that failed (Last two years) and why did...
Two social media marketing campaign in Saudi Arabia that failed (Last two years) and why did it fail?
1. Who should be West Tarrytown Volunteer Fire Department primary Target market for the campaign to...
1. Who should be West Tarrytown Volunteer Fire Department primary Target market for the campaign to recruit volunteers?   Please provide a detail description (5 pts) 2.   What should be the marketing objectives for the marketing plan? 5 pts) 3. What should the specific promotional objectives be for Cheyne’s plan? 5 pts) 4. Given the marketing and promotional objectives and the budget that he has to work with, what promotional methods should Cheyne include in his promotional strategy to achieve objectives...
Identify a social media marketing campaign for your favorite brand. How does the social media marketing...
Identify a social media marketing campaign for your favorite brand. How does the social media marketing campaign invite you to take part? What is the experience strategy? Which zones does the strategy use? How does the campaign include share technologies to ensure your activities are shared with your network? Post two paragraphs for this discussion.
difference between traditional management and the creative economy from the perspective of marketing
difference between traditional management and the creative economy from the perspective of marketing
What is content marketing? How is it different than traditional writing or marketing? What is micro-content?...
What is content marketing? How is it different than traditional writing or marketing? What is micro-content? What is the inverted pyramid style of writing?
How can you best make use of digital marketing to enhance the impact of traditional marketing...
How can you best make use of digital marketing to enhance the impact of traditional marketing on your venture?
1.         Please describe the two factors that make social, local, and mobile marketing different from traditional...
1.         Please describe the two factors that make social, local, and mobile marketing different from traditional online marketing. 2.         Why are social, mobile, and local marketing efforts interconnected? 3.         Why is the connection between social, mobile, and local marketing important to marketers? 4.         What are the objectives of social marketing?
Reviewing how negotiations took place from the arrival to the departure of the Canadians, do you...
Reviewing how negotiations took place from the arrival to the departure of the Canadians, do you think the Chinese orchestrated the negotiations to put their Canadian counterparts at a disadvantage? If so, how?
1. A country club wants to inspect the effects of a new marketing campaign that attempts...
1. A country club wants to inspect the effects of a new marketing campaign that attempts to get more people within the community to become members. In many communities, when people buy a house in the area, they receive a “Welcome Wagon” gift basket containing coupons to local restaurants. The idea of the marketing campaign is to include a free two month membership to the country club in the gift basket with the hope that once “new” residents try the...
Who might participate in the buying process, How can The PlantWeb and the associated marketing campaign...
Who might participate in the buying process, How can The PlantWeb and the associated marketing campaign impact each of the buying-decision participants?
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT