THE CAMPAIGN
Did you get them in the right order?
NOVEMBER 2012
 A motion logo of the
Mockingjay pin is attached to the
final “Twilight” movie.
 Why Twilight?
JANUARY
 Jennifer Lawrence starts
appearing on magazine covers
like Vanity Fair and
Entertainment Weekly
 Why not as her...
FEBRUARY
 Mobile game “The Hunger
Games Adventures” launches, as
do the “Victory Tour” posters,
with Lawrence and Josh
Hu...
MARCH
 Capitol Portraits debut on
Capitol Couture's faux luxury
mag website, its social media
platforms and through onlin...
APRIL
 Microsoft launches the
Hunger Games Explorer site
that curates fan-generated
content from all social media
platfor...
MAY
 The campaign heads to the
Cannes Film Festival; a teaser
poster of Katniss standing on a
mountaintop is launched alo...
JULY
 The first official “Catching
Fire” trailer debuts at San Diego
Comic-Con, where the cast
attends for the first time...
AUGUST
 Capitol Couture launches mock
ads for perfume and sunglasses
that become billboards in Los
Angeles and New York; ...
SEPTEMBER
 A 12-page insert in Vanity Fair
features photos taken by Tim Palen
of the “Catching Fire” cast;
Coldplay and S...
OCTOBER
 Final outdoor posters launch;
tickets go on sale; the cast covers
Entertainment Weekly;
CoverGirl products hit s...
NOVEMBER
 Subway and Amazon Kindle launch
marketing campaigns; Vosges Haut-Chocolat
releases a pic-themed line; the cast ...
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The campaign

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The campaign

  1. 1. THE CAMPAIGN Did you get them in the right order?
  2. 2. NOVEMBER 2012  A motion logo of the Mockingjay pin is attached to the final “Twilight” movie.  Why Twilight?
  3. 3. JANUARY  Jennifer Lawrence starts appearing on magazine covers like Vanity Fair and Entertainment Weekly  Why not as her character „Katniss‟?
  4. 4. FEBRUARY  Mobile game “The Hunger Games Adventures” launches, as do the “Victory Tour” posters, with Lawrence and Josh Hutcherson in character, kicking off a separate Capitol-themed campaign.
  5. 5. MARCH  Capitol Portraits debut on Capitol Couture's faux luxury mag website, its social media platforms and through online partners as exclusives, giving fans a first look at the 11 major characters in the film.
  6. 6. APRIL  Microsoft launches the Hunger Games Explorer site that curates fan-generated content from all social media platforms; the “Catching Fire” teaser trailer debuts on the MTV Movie Awards.
  7. 7. MAY  The campaign heads to the Cannes Film Festival; a teaser poster of Katniss standing on a mountaintop is launched along with the first spring-themed issue of Capitol Couture.
  8. 8. JULY  The first official “Catching Fire” trailer debuts at San Diego Comic-Con, where the cast attends for the first time; posters of characters competing in the film's Quarter Quell games are introduced in their uniforms.
  9. 9. AUGUST  Capitol Couture launches mock ads for perfume and sunglasses that become billboards in Los Angeles and New York; CoverGirl launches an ad campaign designed around the film's districts; Lawrence appears on cover of Vogue.
  10. 10. SEPTEMBER  A 12-page insert in Vanity Fair features photos taken by Tim Palen of the “Catching Fire” cast; Coldplay and Sia release the first singles off the sequel's soundtrack on iTunes; 12-week #TickTock campaign launches to pre-sell tickets; the film's final poster is released, letting Katniss' hair down
  11. 11. OCTOBER  Final outdoor posters launch; tickets go on sale; the cast covers Entertainment Weekly; CoverGirl products hit shelves; the final trailer, featuring the games for the first time debuts during the World Series.
  12. 12. NOVEMBER  Subway and Amazon Kindle launch marketing campaigns; Vosges Haut-Chocolat releases a pic-themed line; the cast covers InStyle, People and US Weekly, and participate in a “global social day,” interacting with fans across Google+, Facebook, Twitter and Yahoo!; and hit the U.S. Victory Tour and global press tour with premieres in six cities (London, Berlin, Madrid, Rome, Paris, Los Angeles); album soundtrack launches Nov. 19; film launches Nov. 22.

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