Case study created by Siobhan O'Flynn

1. Thehungergames
casestudy: defining metrics of success
GO

2. 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.

3. SocialMediaCampaign
thehungergames
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

4. socialplatforms
fan of the week district mayors beta testers tumblr
youtube channel fan made content official & fan merch red carpet on facebook

5. 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...

6. hybridmarketingcampaign
traditional 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.’

7. Success
bynumbers
Between
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.

8. 1stweekendnumbers
3rd highest domestic, non-summer/non-sequel opening
$152.2 million
•‘A’
CinemaScore
overall
on
Friday
night •Males
made
up
39
percent
of
Hunger
•under
age
25
ra,ng
=
‘A+’
Games'
Friday
night
audience.
•over
25
ra,ng
=
‘A-­‐’ •
49
percent
of
those
showing
up
to
see
•39
percent
of
the
audience
younger
than
Hunger
Games
were
under
age
25;
18 Lionsgate's
exit
polling
showed
that
44
•CinemaScore
exit
polling 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
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.

9. 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

10. data pulled
April 21 & May 20

11. Danielle DePalma interview with FastCompany.com
Lionsgate’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

12. 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

13. storyworldextension

14. 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,cle
March
23,
2012

15. Recap: “6 Reasons Why ‘the Avengers’ is Crushing it at the
Box 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

16. The Story, the Storyworld, the Archetypal Pattern?
Thehungergames theavengers
1.
Play
to
your
base.
Fans
come
1st.
&
2nd.
&
3rd. 1.
A
Mastermind
with
a
Long-­‐Term
2.
Exploit
Each
Social
Media
PlaUorm
for
its
unique
quali,es
Scheme
3.
The
Source
-­‐
the
Book
-­‐
is
Your
Bible 2.
Insis,ng
the
Story
Wins
Out
Over
Egos
4.
Cast
a
Wide
Net:
Every
One
is
on
Team
‘Hunger
3.
Homer,
Dante
and…Stan
Lee!
Games’
Embracing
a
Mythos
of
Our
Own
5.
Tease
Judiciously
4.
One
Universe,
Dozens
of
Access
Points
6.
Turn
Tradi,onal
Adver,sing
into
Social
Media
Events 5.
Incen,vizing
Rivals
to
Team
Up
7.
Cross-­‐Pollinate
Social
Media
PlaUorms 6.
A
Daring,
Well-­‐Timed
Release
Strategy
8.
Tweak
(and
Tweak)
Constantly! 15
May
2012,
BusinessInsider.com
9.
Employ
Apps
&
Games
to
Sustain
Post-­‐
Release
Momentum
10.
Play
the
Long
Game,
This
is
Only
the
Beginning

17. who is team ‘hunger games’?
who
do
we
iden,fy
with?
what
is
the
long
game?

18. Meanwhile....FanGeneratedExtensions
thehungergames
Panemoctober.COM: down with the capitol
Fan
ARG
launches
October
Facebook
page
launches:
2011,
50,000+
players
sign
January
2012
up,
Gamemaster
changes
the hunger but mainly the hunger games rPG
fan-­‐created
site
name
aler
Lionsgate’s
death games May
2012
fans
train
then,
cease
&
desist
LeXer fight
in
a
Hunger
Game
as
tributes

19. thehungergames singapore
GROW A BETTER FUTURE
In
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.

20. two models of engagement
Is One Better Than the Other?

21. IP?...MoreFanGeneratedExtensions
minecraft’sopenplayground
25,000+ videos posted on youtube as of sept. 2012
whatcouldyoudointhissandbox?

22. Facebook&iPadGames...
newstoriesinpanem
fans first You’re the next hero discover panem
Web Design Graphic Design Mobile 3d Modeling
“As the official game of The All the Lorem Ipsum generators on Contrary to popular belief, Lorem “or the first time, the official map
Hunger Games, you’ll be playing the Internet tend to repeat Ipsum is not simply random text. of Panem will be revealed. Unlock
alongside other fans, exploring predefined chunks as necessary, It has roots in a piece of classical the secrets of the Hunger Games
never before released official making this the first true generator Latin literature from 45 BC, universe with your friends.”
stories, collecting exclusive virtual on the Internet. It uses a making it over 2000 years old.
items and be the first to access dictionary of over 200 Latin
new Hunger Games news and words, combined with a handful
content.” of model sentence structures.

23. 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..

24. urls for The Hunger Games
Slide 3: http://www.fastcocreate.com/1680467/inside-the-hunger-games-social-media-machine#1
Slide 5: http://www.fastcocreate.com/1680467/inside-the-hunger-games-social-media-machine#1
Slide 6: http://www.nytimes.com/2012/03/19/business/media/how-hunger-games-built-up-must-see-fever.html?
_r=1&pagewanted=all
Slide 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-304214
Slide 9: http://www.reuters.com/article/2012/05/04/entertainment-us-hollywood-socialmedia-idUSBRE8431JP20120504
Slide 11: http://www.fastcocreate.com/1680467/inside-the-hunger-games-social-media-machine#10
Slide 12: http://www.nytimes.com/2012/03/19/business/media/how-hunger-games-built-up-must-see-fever.html?pagewanted=all
Slide 13: http://www.nytimes.com/2012/03/19/business/media/how-hunger-games-built-up-must-see-fever.html?pagewanted=all
Slide 14: http://www.nytimes.com/2012/03/25/fashion/noticed-movie-tie-ins-extend-to-beauty-products.html?_r=2&ref=media
Slide 15: http://articles.businessinsider.com/2012-05-15/entertainment/31705895_1_individual-movies-feige-comic-book-fans/2
Slide 16: http://articles.businessinsider.com/2012-05-15/entertainment/31705895_1_individual-movies-feige-comic-book-fans/2
Slide 19: http://opinionator.blogs.nytimes.com/2012/03/31/fan-power-hunger-is-not-a-game-revisited
Slide 20: http://opinionator.blogs.nytimes.com/2012/03/31/fan-power-hunger-is-not-a-game-revisited

25. Get in Touch
contactus
TMC Resource Kit
info@tmcresourcekit.com
tmcresourcekit.com
The Hunger Games Case Study was
prepared by:
Dr. Siobhan O’Flynn
siobhanoflynn.com @Sioflynn

26. tmcrkpartners
THANKS to...

27. The 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.