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TMCRK Hunger Games Case Study

Case study created by Siobhan O'Flynn

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TMCRK Hunger Games Case Study

  1. 1. Thehungergames casestudy: defining metrics of success GO
  2. 2. Why? The social media campaign designed for The Hunger Games is fascinating for the scale of the transmedia campaign, thedocumentation on the budget, goals, & team, & for the extensive and ongoing Fan Generated Content on multiple platforms.
  3. 3. SocialMediaCampaign thehungergamesfacebook active Early: March  2011,  cas,ng  revealed  on  FacebookFacebook Fan contest to visit set: 24  June  2011teaser trailer: August  2011,  reveals  #whatsmydistrict,                                                                                                        use  triggers  tweet  back  from  @CapitolPNthecapitol.PN site:                                                29  August  2011,  register  for  your  district13 Pages launched on Facebook:        12  Districts  &  Capitol tumblr site:          January  2012,  style  guides,  pics, tour site: 31  January  2012,  sign  up  for  tour cafepress merchandizing: 21  February  2012,  fan  &  official  designs  for  sale
  4. 4. socialplatformsfan of the week district mayors beta testers tumblryoutube channel fan made content official & fan merch red carpet on facebook
  5. 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. 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. 7. Successbynumbers 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. 8. 1stweekendnumbers3rd 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 Lionsgates  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  25The  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. 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. 10. data pulledApril 21 & May 20
  11. 11. Danielle DePalma interview with 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  Judiciously6.  Turn  Tradi,onal  Adver,sing  into  Social  Media  Events7.  Cross-­‐Pollinate  Social  Media  PlaUorms8.  Tweak  (and  Tweak)  Constantly!9.  Employ  Apps  &  Games  to  Sustain  Post-­‐  Release  Momentum  to  DVD  sales10.  Play  the  Long  Game,  This  is  Only  the  Beginning
  12. 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. 13. storyworldextension
  14. 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. 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
  16. 16. The Story, the Storyworld, the Archetypal Pattern? Thehungergames theavengers1.  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  Own5.  Tease  Judiciously 4.  One  Universe,  Dozens  of  Access  Points6.  Turn  Tradi,onal  Adver,sing  into  Social  Media  Events 5.  Incen,vizing  Rivals  to  Team  Up7.  Cross-­‐Pollinate  Social  Media  PlaUorms 6.  A  Daring,  Well-­‐Timed  Release  Strategy8.  Tweak  (and  Tweak)  Constantly! 15  May  2012,  BusinessInsider.com9.  Employ  Apps  &  Games  to  Sustain  Post-­‐  Release  Momentum10.  Play  the  Long  Game,  This  is  Only  the  Beginning
  17. 17. who is team ‘hunger games’? who  do  we  iden,fy  with? what  is  the  long  game?
  18. 18. Meanwhile....FanGeneratedExtensions thehungergamesPanemoctober.COM: down with the capitolFan  ARG  launches  October   Facebook  page  launches:    2011,  50,000+  players  sign   January  2012up,  Gamemaster  changes   the hunger but mainly the hunger games rPG fan-­‐created  sitename  aler  Lionsgate’s   death games May  2012  fans  train  then,  cease  &  desist  LeXer fight  in  a  Hunger  Game  as   tributes
  19. 19. thehungergames singapore GROW A BETTER FUTUREIn  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. 20. two models of engagement Is One Better Than the Other?
  21. 21. IP?...MoreFanGeneratedExtensionsminecraft’sopenplayground 25,000+ videos posted on youtube as of sept. 2012 whatcouldyoudointhissandbox?
  22. 22. Facebook&iPadGames... newstoriesinpanemfans first You’re the next hero discover panemWeb 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 mapHunger Games, you’ll be playing the Internet tend to repeat Ipsum is not simply random text. of Panem will be revealed. Unlockalongside other fans, exploring predefined chunks as necessary, It has roots in a piece of classical the secrets of the Hunger Gamesnever 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 Latinnew Hunger Games news and words, combined with a handfulcontent.” of model sentence structures.
  23. 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. 24. urls for The Hunger GamesSlide 3: 5: 6: 7: 8: 9: 11: 12: 13: 14: 15: 16: 19: 20:
  25. 25. Get in Touch contactus TMC Resource Kit tmcresourcekit.comThe Hunger Games Case Study was prepared by: Dr. Siobhan O’Flynn @Sioflynn
  26. 26. tmcrkpartners THANKS to...
  27. 27. The Hunger Games Case Study is released under aNonCommercial ShareAlike Creative Commons license tobe shared, remixed and expanded non-­‐commercially, aslong as you credit the TMC Resource Kit, the creator ofthe Case Study, Anthea Foyer or Dr. Siobhan O’Flynn, andlicense your new creations under the identical terms.