The #HungerGames dominates the box office fueled by a strong social campaign

Friday, March 23, was the theatrical release of The Hunger Games. In August 2011, Lionsgate released a teaser trailer during the MTV Video Music Awards with the hashtag #WhatsMyDistrict. The hashtag on the teaser trailer led curious twitter users to TheCapitol.pn , a hidden website that over time began to reveal its contents. The website allows users to log in using their Twitter or Facebook accounts, which then assigns every person to a ‘district.’

On Facebook, there were 13 pages dedicated to The Hunger Games: one main page and 12 district pages. Twitter users tweeted to win tickets to an advance screening of the film: 24 screenings to reflect 24 ‘tributes.’ Capitol Couture, a Tumblr site dedicated to the fictional country of Panem’s capital city, hosted District Style Challenges in which users would submit a photo of their best Capitol make-up or costume design for a chance to win prizes such as a $750 Nordstrom gift card. On March 23, the movie release date, users of the popular mobile game Draw Something were surprised to see seven of the characters from The Hunger Games in their options of things to draw.

The Hunger Games earned $19.7 million from midnight showings making it the seventh-highest grossing midnight showing ever – and the highest grossing non-sequel. The film made a total of $155 million opening weekend. According to a poll on the movie’s Facebook page, 61% of respondents say they plan to watch the movie “more than twice” in theaters, which means that the box office success will not stop at opening weekend.

DGWB Perspective

Lionsgate got consumers to actively participate in the launch of the move through the creative and well-planned use of social media. While digital campaigns alone can be successful, The Hunger Games social campaign engaged fans from the start by electing Mayorship, encouraging users to rally with others from their assigned districts, and ultimately creating a community of fans to generate hype about the movie on social platforms. This engagement led to organic content on the Web such as Hunger Games memes and Twitter trending topics after the midnight showing, including ‘Jennifer Lawrence,’ ‘Rue,’ ‘Peeta,’ and ‘Catching Fire’ with tweets filled with comments and reviews about the movie.

View “7 Ways to Follow The Hunger Games on Social Media” by Mashable: http://mashable.com/2012/01/26/hunger-games-social-media/

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