2012
Fire Released in November companies named Lionsgate entertainment
2014 - 65 million copies
1999-other examples of
successful marketing by
hypothetical story telling!
45 million PR impressions 500000
Stewie participant and 10000
leads to the dingo and 2 million
unique visitors to the Audi
usa.com
The franchise started movie name was The Hunger Games Catching
and Ignition creative
A marketing campaign that relied on storytelling and blurred the lines
between reality and the movie
The platforms - YouTube Tumblr Facebook Twitter and Instagram So it
included sharper brand image and a designer partnership or all into
attract more fan participation
The Hunger Games Stop know what's written by Suzanne Collins she
don't first novel in 2008 name hunger the hunger games, second Noble
Catching Fire in 2009, third book Mockingjay in 2010
Noah's are set in a post-apocalyptic Nation it is a hypothetical situation
Karma old Center capitol and while District which have a image the
districts are forced to participate in annual televised competition
called The Hunger Games
Contains science, fiction, Adventure, drama and action that captures
reader's imagination target audience younger adults
and top seller in amazon.com even better than Harry Potter book series
by 2014 65 million copies in the United States
Brand storytelling
Uses new distribution channels
create personal and unique resume experience
contents created independent independent of audience needs
try to capture the imagination, and come up with their own stories
that create powerful emotions that linger in the mind
Brand storytelling versus characters, insert personality, humor,
and emotions
the story the range of imagination stays within brand
Transmedia storytelling
The story unfolds on multiple media platforms and require active
participation update users
Spreadability all the content is important consideration and is
accomplished through 1 marketing practices in social media
channels
Blair Witch example promotional campaign there history of a fictional
Blair Witch also had it on Street personal distributed missing person
flyers for the correct characters who disappeared in the phone there was
the televised the TV series on that to make it popular
Similarly the Lizzie Bennet Diaries created the last Twitter Facebook
Instagram and Tumblr to retell the story of Jane Austen Pride and
Prejudice equated image decorated in the weighted opportunities for the
fans to interact with the story in 21st century
 Other transmedia storytelling examples of 4/8 and 48 3 British
missing so they could not put the car in the auto show connected
with the last resort retrieval company that finds or recover cyan
art items that are stolen anticipated hype about Orlov hit left to
grey puppy City example left to 45 million PR impressions
500000 Stewie participant and 10000 leads to the dingo and 2
million unique visitors to the Audi usa.com
other storytelling examples for HBO series Game of Thrones
Prometheus
film The Matrix and then
a trust where they birthday was a a break up and makeup and
Ken and Barbie

The Producers wanted to use transmedia as the major promotional

strategy
he focused on the difference on the lifestyle of the rich capitalize the
word destroy to create a motion in the audience for likes and dislikes

The traditional methods are 1 two create brand awareness 3 to 6

months right release of the film by add placement Auntie video
magazines and bell boots probably create a partnership or an end make
a dedicated website please on YouTube teasers

other traditional methods include in person we are like interviews red

carpet event doing online PR by blogs and social media and doing other
cross marketing Partnerships

however the twitter 5 campaign was 11 words that by creating Intrigue in

curious fans mind

That was one of first bull move to try everything

April 2013 Stated to in 2013 ever promoted a futuristic fashion called Capital
Kutcher to Ghana tension off the fence and the used Facebook Twitter
Youtube and Instagram end oh so there wasn't much to 4 gauge been
with like in heart of 60 and 3 painted capitalize a dark mysterious and
intimidating place

Tumblr Did an online magazine that showed the capital of Gmail on our
fashion and design and it look like the articles of end real life
writers who were featured on the site and they were given title
slide editor-in-chief fashion designer Capitol correspondent and
capital contributor so it looked all
the only magazine Need to look like a real and very similar to
other fashion magazine the photographs were taken by 18 Palin
was also very excited about this picture and had previously
words in movies such as Saul and Berry who stop so he
designed Capitol portrait a series of 15 and dramatic
photographs that had a vivid depiction of 11 main characters in
the film
those portraits were sent to Facebook Twitter and Instagram
and they were released in teams on under Partners their
 Partners word Yahoo movies and TV MSN and The Huffington
Post
Instead of a diet product placement be created partner
advertisement with the runs like a Covergirl and E fashion net-a-
porter and a new polish brand such as China Glaze so they
made that these friends are available in the Capitol Hill
because I thought the core fans have probably a punk rock, and
he stablishment sense or the Arches the purest of the Frenchise.
in other words they were promoting other products indirectly
without disturbing the spirit of the movie which was fictional in
nature.
The capital capital cartoon shows of tantini of ostentatious and
fashionable life in the Capitol and always serve to expand their
narratives and Fan Experience
be Tumblr served as gateway to Facebook Twitter Google Plus
Instagram and the YouTube

youtube YouTube the social sharing media for catching fire

it has a very 70 strong media and created free word and crdit
talents so
and those
and for every distinct voices they have some special capabilities
for example
this to powerful assault wakers
District 5 cutting-edge renewable energy technology
tDistrict 2 peaceful peacekeeping forces

Facebook - October Link the Tumblr website or the magazine and

2011 the Facebook page had the invite friends to like this page link I
also a link to visitor posts

March 2012 -Facebook Facebook page as the fans to pick 1 District so they can
celebrate the with trees of fellow citizens of their District to do did
well
end also launched a video teaser of upcoming movie as an
important announcement
The Facebook page was used to announce 75th and 1 Hunger
Games and all the citizens were required by law to view it
all the district had their own Facebook page

Twitter from the first movie to second the film Twitter following was
almost 1 billion which was 75% growth in 18 months.
Twitter messages for the ideological messages to Panem
citizens, for example they respect 2 tricks boundaries and
threatening punishment who would ignore the call additionally
they had links to Capital culture and film's trailer and promotional
pictures

Instagram Katy 1464 Walla word putting mostly fashionable photographs to

promote Capital culture from the Tumblers
 they were targeting fashion-conscious hipsters mostly focusing
on fashion not on the overall story
so this was an example of deep understanding of phones nice
fan base did not add anything to the phone plug
Oshkosh asked fans to share their stories when they were
addressed similar to the characters off the phone

AUDIENCE ENGAGEMENT

Target audience The Catching Fire storytelling campaign targeted passionate

existing fast and not new cameras
there was already existing a large fan base off books geology
mostly men and women under 25
The social media campaign was aiming to elevate the excitement
among these fans so they start to talk about the movie and the
depiction of the characters when they talk to their friends and
Associates
there were some kind of challenges thrown at the fan by the
capitol so that friend found bases could connect with each other
through the social channels
as a result there was a tremendous amount of user or fan
created content

User Generated Content Tumblr - fashion

Challenges and films creative agency lost no opportunity to connect with the
participation devoted fans
France we're not just passively watching that were actively
participating in the movie social media channels
1 Capitol art challenge, fans were encouraged to enter the old
fashioned creations with a message, toast the victors, and fans the
missions were posted on Capital cut your site under subtitle citizen
activity

2 be fabulous, B capital, be see) challenge or citizen to post or tweet

pictures for off their capitals size fashion# capitalstyle

3 Capital red carpet that is three wheel and fictional Effie Trinket on to to
to to to evaluate the actress 2265 list Alexandra new
floor the Ultimate Fan challenge- Eagle gamification of fan participation
to participate in the challenge fans have to register you specific as to
have Center competitions and of points if they are enough points they
will unload badges they was bragging rights and to share with their
friends and community.

this kind of challenges leading to an online ongoing narrative and which

will enhance phones friend and or all Fan Experience

campaign outcomes Capitol Facebook page has 10 million

850, 000 followers on Twitter
trailer was a mountain YouTube most watched print use
 Hunger Games was one of the most searched categories on
Google
top trends on Twitter

The Hunger Games movie Twitter account hacked 969, 373

forward showing that South also had strong following of
following our fan base

there was a huge amount of user-generated content blocks

photos and videos

opening weekend phone had 158 million at box office end 864
million globally

catching fire highest grossing film at domestic box office in 2013

end add number 10 at any phone highest Crossing at the
domestic box office

Comparative figures figures Divergent young adult fiction

Divergent opening day 56 million
Maze Runner opening 32 million

Evaluating the Usually the central Todd and creative idea is the storytelling narrative.
transmedia storytelling
campaign Hunger Games campaign try to create an elaborate story bold and will
country will citizens and Real Fashion Magazine putting emphasis on
fashion and apparel

question is whether these elements hang together

story was coherent
what about the fashion challenges
what to do to do to engage the audience in co-creation

distribution channels- social media's for uniquely used each

platform used differently
example fan resistor for particular District would have a particular
batch so that they can generate a sense of belonging to the story
world
fans were also given identity such as District marrow recruiter
so they had some kind of story personalized story to tell it to their
friends
That is how they made their whole fan base
the name of the social media strategist Behind The Hunger
Games campaign is Daniela De Palma
People story to consume share and absorb in their life
Tumblr blog which two friends in very outlandish Fashion Beauty
and photography

Also the fan based stories with Jerry about actually about
 participation word more integrated into ethical question for
example why the capital is in style even though it is standing
from wall inscription of fresh oppression
therefore the last message was somewhat confusing
How could something which is dark like Capital could be future of
fashion
did was it in a Synergy with the books message I
from cap
All sleep is essential to make sure that the send are not confused
by subplots
so the website to generated
Balance between reality and fiction

FEEDBACK FROM do you do the fan feedback the marketing campaign you what
FANS they want to see it but they do not want to see
the film fans were typically skewed younger
so it was important to be careful that their wish list is not ignored
as well as to include a fan-base which was over 25
however was a device move to spend Millions on advertising on
an audience which was already activated
how with this new will affect the marketing for their next movie
would it be possible for to keep the fan base engaged until the
release of next movie and doing the entire FILM Series
PARTNERSHIP The partners at 7 Subway did not fit in the plot because the
WEAKNESSES
movie was about hunger and death starvation
similarly covergirl s and net a porter mostly cater to women
which did not cater to men and children, when were the larger
larger fan base and research shows that many people were
hunting for men and children fashion pieces so they was need
additional time
TRADITIONAL The campaign also was put in traditional media like printed TV
commercial and posters
and these were Dorchester together with the online event for
example the posters off the characters were released on Twitter
the lead actors for example Josh Hutcherson interviews the first
Trader on popular TV show that is Good Morning America
leading magazine was call cooperated with landscape to police
car pictures of the characters to build Falls
the amount of attention and details were given to posters
portraits fashion and beauty
elements of campaign word repeated 1 of Epic dedicated to
particular movie being released
shoot continue to make this high level of effort example of
catching fire laws designed to reach bigger audience not sure
they needed to do for the next two movies in the franchise or not

the sequel Hunger Games Mockingjay Part 1

the next installment in The Hunger Games series what's this
 online a fox fashion magazine Capital culture made elaborate
photoshoot and put Capitol TV District was his on YouTube and
the mobile app
The marketing platform had laid the groundwork for an ongoing
conversation when fans and enables them to continue to share
and spread the word online
Example landscape cookie to Capital culture and capital TV to
promote Mockingjay but they could send text message to fans.
Mockingjay was to promote a concept of rebellion against the
capitol
could I successfully blurred the line between reality and fiction
once again by establishing partnership with the Wheel designer
masquerading as Panem citizens
line skit also needed to consider of us to continue using low cost
me as it is to you to test the full
typical H2 clear or to do Max miles to Munfordville
in the end interim you like new partnership in storytelling
technique lines get execute to keep the fans interested

conclusion BRAND STORYTELLING has been used by successful friends to

differentiate themselves and enhance against interest and engagement.

Transmedia brand storytelling is a subset of 2 children

storytelling that uses various media and distribution platform to
promote A brand. is judged on its p 8 pervasiveness across all
the forms at all times, on persistent story on development in real
time, on level of audience participation, and on a personalized
and integrated experience.

therefore this storytelling campaign 4 The Hunger Games

Catching Fire intriguing leave blur the lines between fact and
fiction keeping fans at once kissing and engaged

user content or the fan content by enthusiastic participation of

fans expended the original narrative. Getting 4 executed a
campaign that ignited it's cool fan scroll City and participation,

promotional social media campaign start to elevate The Hunger

Games friend and bring it closer to its sense
however there was a risk to overwhelm the fence with too much
content