Here are the key details of the promotion/partnership tier levels: TIER 1: - Capitol Ball Release Party - Exclusive event in major cities (LA, NYC, Chicago) on release date - Attendees get limited edition collectibles, early access to purchase DVD/Blu-ray - Promoted through social media with hashtag #CapitolBall TIER 2: - Pepsi "Mockingjay Cans" - Limited edition Hunger Games themed Pepsi bottles/cans - Codes under caps for chance to win prizes TIER 3: - Social Media Sweepstakes - Fans can enter to win prizes by following/

1. Big Boba Group
Julio Lopez, Suhartini Mohamed, Jazz Moorhead, Annabella Rubio, Sean Sirisap, and Chris Tyler
Home Theater Release Promotional and Marketing Campaign

2. Table of Contents
➢ The Hunger Games: Mockingjay Part 1 ………………………….. 3
➢ Key Talent & Soundtrack …………………………………….…… 4
➢ Situational Analysis ………………………………………………... 5
➢ Company Background …………………………………………….. 6
➢ Competitive Analysis ………………………………………….…… 7
○ Competitive Analysis: Night of the Museum ……….......... 8
○ Competitive Analysis: Dumb and Dumber “To”.................. 9
○ Competitive Analysis: The Hobbit ……………….……….. 10
➢ Target Market ……………………………………………….…….... 11
○ Secondary Target Market …………………………………. 12
➢ Marketing Objectives & Strategy ………………………………....13
➢ Trade and Consumer Specific Objectives ………………………. 14
➢ Blu-Ray and DVD Package Considerations ……………..………. 15-16
➢ Major Channels of Distribution ……………………………..……..17
➢ Promotions & Partnership ………………………………................ 18
○ Tiers of Promotion…………………………………....…….. 19-30
➢ Advertising Strategy/Tactics …………………………………........31
➢ Social Media ………………………………………………….......... 32-34
➢ Television Show Partnerships ……………………………………..35
➢ Mass Media Advertising Tactics …………………………….…….36-40
➢ Online/Digital Advertising ……………………………….………..41
➢ Marketing Timeline ...………………………………………..…….. 42
➢ Marketing Budget ………………………………………….…….... 43
➢ Return On Investment……………………………………………...44- 45
2

3. The Hunger Games: Mockingjay - Part 1
”The courage of one will change the world.”
DIRECTOR: Francis Lawrence
PRODUCTION COMPANIES: Color Force,
Lionsgate
GENRES: Adventure, Sci-Fi
RATING: PG-13
SYNOPSIS:
The Hunger Games saga continues in this sequel that
finds Katniss Everdeen faced with a decision that could
sway the fate of a nation. In the wake of the Quarter
Quell, the Hunger Games have been changed forever,
and Katniss ends up in District 13. Her courage having
inspired a nation, the brave young heroine heeds the
advice of her friends, and sets out to save Peeta
Mellark. Meanwhile, Katniss' fragile alliance with
President Coin could lead to disaster.
THEME: Manipulation, Warfare, Power, Courage, Love, Friendship, Admiration, Sacrifice
Manipulation is a common theme throughout the Hunger Game series. The Capitol manipulates the people in order to
keep power and in the Mockingjay, manipulation extends to District 13 when they manipulate Katniss in order to get
what they want out of her. Warfare and sacrifice are also common themes throughout the Hunger Games. They begin
in the games themselves and in the Mockingjay, they are carried out to the districts when rebeling begins. Power is a
huge theme throughout the Mockingjay as the Capitol and districts are fighting against each other for power. Courage,
love, friendship, and admiration are all themes that revolve around Katniss and carry from each Hunger Games series.
3

4. Key Talent and Soundtrack
NOTABLE SOUNDTRACK ARTISTS:
● Lorde
● Ariana Grande
● CHVRCHES
● Tove Lo
KEY CAST MEMBERS
● Jennifer Lawrence (Katniss Everdeen)
● Josh Hutcherson (Peeta Mellark)
● Liam Hemsworth (Gale Hawthorne)
● Woody Harrelson (Haymitch Abernathy)
● Elizabeth Banks (Effie Trinket)
● Donald Sutherland (President Snow)
● Philip Seymour Hoffman (Plutarch
Heavensbee)
● Sam Claflin (Finnick Odair)
4

5. Situational Analysis: SWOT
STRENGTHS
● Strong fan following
● Popular artists on soundtrack
● Influential power to other entertainment segments/channels
● Concept of the movie is known and appealing even to those who do not watch or follow the series
○ Ex: Minecraft players who do not watch the movies but are still inspired to create their own
Hunger Games-styled match within the game
WEAKNESS
● Comparison to the book series
● Consumers may choose to rent movie/stream online instead of buying
● Sequels usually have higher viewer expectations to meet
● Negative attitudes towards sequels
OPPORTUNITY
● Reach broader range of people
● Use strong brand image to promote sales of products
● Further Brand awareness and reach
THREATS
● Digital movie downloads
● Piracy
● Decreasing demand for physical copies of DVDs
● Book readers
● Criticisms that series is a copycat of older movies
● Other similar movies with similar release time frame
5

6. Founded in 1997, Lionsgate has grown into a global content leader. Lionsgate is an international company (a
big success factor) headquartered in Santa Monica, California. In 2012, it acquired Summit Entertainment while
holding a 43 percent stake in Roadside Attractions, both of which allow Lionsgate to expand their content.
Lionsgate has grown its market capitalization from $80 million in the year 2000, to more than $4 billion in 2013.
The company has experienced continual growth over the past eight fiscal years, ending in March 2013.
Lionsgate has created a reputation for its innovation, creating content for the traditional and digital
platforms. Aside from their success in movies, they are partnered with 16 different networks, with 21 cable show
series which they have also had success with. Lionsgate productions are also available on other channels such as
Netflix, Amazon, and Hulu. Recent shows produced by Lionsgate include Mad Men, Nashville, and Orange Is the
New Black. Twenty two out of the last 24 movies released by Lionsgate have been successful. Popular recent films
include The Hunger Games series, Divergent series, the Twilight saga, The Hurt Locker, and Precious.
Company Background
6

7. Competitive Analysis
MARKET OUTLOOK
The Hobbit, Night at the Museum: Secret of the Tomb, and Dumb and Dumber “To” are three major motion pictures
that come out within the same time frame (November to December). These three movies are produced with
different studios and budgets; however, all three are aimed at The Hunger Games target audience. The Hobbit and
Night of the Museum both come out in the month of December and will be big competitors as they are both series
and action films. Dumb and Dumber “To” is a competitor as well because it hits the same target market and is
produced by Universal Pictures, which is a very well known and established production company.
7

8. Competing Title:
Night at the Museum: Secret of the Tomb
IN THEATERS: December 19, 2014
DIRECTORS: Shawn Levy
PRODUCTION COMPANIES: 1492 Pictures, 21 Laps Entertainment,
TSG Entertainment
SYNOPSIS: The lively museum’s artifacts come to life at night
when the museum’s closed. In the third Night at the Museum:
Secrets of the Tomb, the magic that brings the exhibits to life
begins to fade. Ben Stiller, who plays Larry, gathers his historical
friends for a trip to London and an adventure of a lifetime.
STRENGTHS: Ben Stiller has a large fan base along with the loyal
followers of the Night at the Museum series. This series is already
established and recognized by many. Well-known as a family
series with humor and action. Well-known actors such as Ben
Stiller, Robin Williams, and Owen Wilson.
WEAKNESS: The series is coming to an end. Having the same
theme as the first two movies may make it less appealing. There
are high expectations because it is a sequel. The movie will be
compared to the first two movies.
PROMOTION STRATEGY/TACTIC: Win a family trip to L.A. by
visiting the Museum Mile. The Museum Mile is composed of 12
museums and the more museums you visit, the greater chance you
have of winning. Also, by simply filling out a simple survey, one
can enter a contest to win screening passes to see the movie.
8

9. IN THEATERS: November 14, 2014
DIRECTORS: Peter Farrelly, Bobby Farrelly
PRODUCTION COMPANY: Red Granite Pictures, New Line Cinema
SYNOPSIS: Jim Carrey and Jeff Daniels play as Llyod and Harry who
have just recently reunited after 20 years. In this comedy, they go on a
road trip to find Harry’s newly discovered daughter who was given up
for adoption.
STRENGTHS: The original cast with Jim Carrey and Jeff Daniels. The
ubiquity of “Dumb and Dumber” on cable channels such as TNT and TBS
built hype. There are loyal followers of the cast and the series. Number
one was a success and number two is predicted to be just as successful.
WEAKNESS: The cast has grown older and some may have lost interest.
Some may prefer to rent or stream. The movie will be compared to the
first one so it must measure up in humor.
PROMOTION STRATEGY/TACTIC: A sweepstake is being held online;
anyone can enter by simply filling out some personal information. There
are 50 third place winners that receive a $10 ‘Lloyd’ Cinemark gift card.
Ten second place winners will be selected, winning $50 ‘Lloyd’
Cinemark gift cards. The grand prize will be one selected winner who
will receive a $100 gift card to Cinemark. Also, there is another contest
where a contestant will be selected to win passes to an advanced
screening of the new movie.
Competing Title: Dumb and Dumber “To”
9

10. IN THEATERS: December 17, 2014
DIRECTORS: Peter Jackson
PRODUCTION COMPANIES: New Line Cinema, Metro-Goldwyn-Mayer,
WingNut Films
SYNOPSIS: Bilbo and company are forced to be embraced in a war
against an armed flock of combatants and the terrifying Smaug from
acquiring a kingdom of treasure and obliterating all of Middle-Earth.
STRENGTHS: There is a strong fan following from previous movies,
including Lord of the Rings, as well as a strong appeal factor and it is
easily relatable with fans of other fantasy-categorized items/fandoms.
It is a well-established brand that has a strong reputation. Also keeps
the same cast for the key main characters.
WEAKNESS: There is potential for fans to compare the movie to the
books. As a sequel, the movie may not live up to its potential. There are
devoted fans that may find it easy to critique the minute details.
PROMOTION STRATEGY/TACTIC: As a thank you for the support over
the years, Peter Jackson is looking for the most passionate fans of the
Hobbit. Using the #HobbitFanContest, up to 75 Hobbit fans and their
guests will enjoy a six-day journey to tour some of The Hobbit Trilogy’s
locations and New Zealand adventure destinations. The trip culminates
in a once-in-a-lifetime private preview screening with Sir Peter Jackson
of The Hobbit: The Battle of the Five Armies before the film’s December
theatrical release.
Competing Title:
The Hobbit: The Battle of Five Armies
10

11. DEMOGRAPHIC CHARACTERISTICS
PRIMARY TARGET MARKET:
The Consumers:
● 13-18 years olds, teenagers
● High school students
PSYCHOGRAPHIC CHARACTERISTICS
GENERAL:
● Adventurous
● Thrill seeking
● Active
● Daring
● Carefree
● Mischievous
● Playful
SOCIAL CHARACTERISTICS:
● Strong relationships
● Arama (love triangle)
Target Market Segment
EMOTIONAL CHARACTERISTICS:
● Rebellious
● Courageous
● Passionate
MENTAL CHARACTERISTICS:
● Equality
BEHAVIORAL
CHARACTERISTICS:
● Curious
● Loyal
● Independent
● Fairness
● Imaginative
WHAT DO THEY VALUE?
● Family
● Happiness
● Freedom
● Hope
● Love
NICHE MARKET:
● Lorde fans
● Hunger Games novel fans
11

12. SECONDARY:
● 19-25 years old, young adults
○ College students
○ 30,700,000
Secondary/ Tertiary Target Market
PSYCHOGRAPHIC CHARACTERISTICS:
● Responsible
● Caring
● Loving
● Communicative
● Rebellious
● Active
SOCIAL CHARACTERISTICS:
● Social
EMOTIONAL CHARACTERISTICS:
● Love
● Human rights/equality
MENTAL CHARACTERISTICS:
● Liberal
● Free-spirited
● Humanitarianistic
BEHAVIORAL CHARACTERISTICS:
● Creative
● Open-minded
● Giving
WHAT DO THEY VALUE?
● Freedom
● Family
● Love
● Happiness
NICHE MARKET:
● Lorde fans
● Hunger Games novel fans
12
TERTIARY:
● 26-70 years old,
Adults/Decision Makers
○ i.e. Parents and
Guardians

13. MARKETING STRATEGIES:
● Incentivize purchase of the DVD/Blu-ray by providing an added value the consumer can’t resist
● Generate mass awareness of the Franchise and DVD Release through social media platforms
○ Facebook, Twitter, Instagram
● Utilize partnerships to create buzz and desire in the consumers’ mind, leading to the purchase of DVD/Blu-
ray
○ Ex: Pepsi, Nerf Toys, and etc.
● Expand the market reach in primary and secondary target market
OBJECTIVES:
● Sales Volume
○ Expected domestic DVD sales: $50,000,000
■ Approximately 3,000,000 units will be sold within six months
○ Expected Blu-ray sales: $60,000,000
■ Approximately 3,000,000 units will be sold within six months
○ Expected Ultimate Collectors Edition: $8,000,000
■ 100,000 units will be produced within six months
● Market Share
○ Lionsgate finished off 2012 with a 9.5 percent market share of the home entertainment industry,
making it one of the top leaders. We expect to increase this by 2%.
Marketing Objectives and Strategy
13

14. TRADE OBJECTIVES:
● Get product into the hands of consumers via major physical retailers and online retailers
● Partner with Amazon to be our main online distributor
● Have our product available on the shelves of the three largest retailers (Walmart, Target, and Best Buy)
○ Attain prime positioning at our retailers by incentivising them with attractive POP displays
Trade and Consumer Specific Objectives
CONSUMER OBJECTIVES:
● Create consumer awareness through partnerships of multiple PepsiCo brand
and sub brand products
● Create social media buzz for the Hunger Games brand through the use of
#mockingjay and #hungergamesfans
● Boost participation of consumers through various contests/sweepstakes
14

15. Blu-Ray and DVD Package Considerations:
Pricing
OPTION #1: $19.99
Standard Edition DVD + Digital Download
● Exclusive commentary and behind the
scenes coverage
OPTION #2: $29.99
Standard Edition + extra features
● Blu-Ray + DVD + Digital
Ultraviolet download
● Exclusive commentary and
behind the scenes
coverage
● Making-of coverage + cast
interviews
● Exclusive soundtrack disc
15

16. Blu-Ray and DVD Package Considerations:
Pricing
OPTION #3 $79.99
● Limited Edition Set (includes The
Hunger Games, The Hunger Games:
Catching Fire, and The Hunger
Games: Mockingjay, part 1)
○ Blu Ray + DVD + Digital
Ultraviolet download +
Sound track
○ Exclusive alternative endings
○ Exclusive commentary and
behind the scenes coverage
○ Making-of coverage + cast
interviews
○ Exclusive soundtrack discs
○ Premiums
■ Limited Edition
Collectors Box
■ Mockingjay 1
Hovercraft
Collectable Figurine
16

17. ● DIGITAL RENTAL AND
PURCHASE
○ Amazon Instant
Video
○ Google Play
○ iTunes
○ YouTube Movies
○ Lionsgate
(website)
● GROCERY MARKETS
○ Kroger (Ralphs/Food 4
Less)
○ Safeway (Pavillions/Vons)
○ CVS
○ Walgreens (Duane Reade)
● MAJOR RETAILERS
○ Walmart
○ Target
○ Best Buy
○ Kmart
Major Channels of Distribution
IN-STORE RETAILERS ONLINE DISTRIBUTORS
17

18. TIER 3 : Goal of promotion/partnership is to create awareness and stimulate interest for the new
release of The Hunger Games: Mockingjay Part One on Blu-ray & DVD.
TIER 2 : Goal of promotion/partnership is to directly drive sales of Blu-ray & DVDs.
TIER 1: Goal of promotion/partnership is the “big deal” behind driving sales for the new release of
The Hunger Games: Mockingjay Part One on Blu-ray & DVD.
Promotions and Partners
18

19. Tier 1: Capitol Ball Release Party
HOW TO ENTER: The consumer is going to buy a limited edition Pepsi bottle, 12-pack, 24-pack,
or 36-pack of cans. The bottles and cans will be featuring the Hunger Games characters. There
will be 13 different designs, one for each district. The bottle will have a UTC code and for the 36
pack of cans, the code will be inside the Pepsi box. The consumer will proceed to enter the
code into the Mockingjay sweepstakes website, which will hold all of the Mockingjay Part One
promotions. The website will contain all information pertinent to the sweepstakes. i.e. Official
Rules, complete details, prizes, and etc.
PURPOSE OF THE EVENT: The purpose of the event is to create hype and awareness of the
release of the Hunger Games: Mockingjay Part One. There will be coverage by various
broadcasting networks, which will give us brand exposure and help to create awareness of the
release of the DVD/Blu Ray.
19

20. Tier 1: Capitol Ball Release Party
WHAT: The Capitol Ball will provide:
● Performances by Lorde and CHVRCHES
with dance floor
● Meet-and-greet with cast and crew
(signings/ pictures)
● Finger food and open bar
● Professional photography to capture the
event
● All guests will receive a gift bag with a copy
of the Blu-ray/DVD package and other
Hunger Games memorabilia
WHERE:
● L.A. Convention Center
WHEN:
● March 13th (promotion will run from
February 1st to March 1st) (release date)
WHO:
● 100 winners + one guest (All white dress
code)
● The cast of the Hunger Games
● Lorde, CHVRCHES
COST:
● $430,000
20

21. ● When consumers buy the
DVD/Blu-Ray: Hunger Games
Mockingjay Part 1, there will be a
sweepstakes code on an insert
within the packaging. With this
code, you are entered for a chance
to win tickets to the premiere
party of The Mockingjay Part 2.
● Consumers will enter code on The
Mockingjay sweepstakes website
and will be notified of the date on
which the winners will be chosen.
● The winners will be featured on
the website and all social media.
Also, they will be notified by email
of their winnings.
Tier 2: Premiere of Mockingjay - Part Two
● There will be 13 winners + 1 guest each
● Fly the winners out to L.A. and provide
lodging at the Hilton hotel
● Give the winners a day of pampering
and the appropriate attire for the
premiere along with transportation to
and from the event
● Price: $25,000
21

22. Tier 2: White Rose Scavenger Hunt
WHAT:
● On the Mockingjay contest website, there will be instructions and clues on how to
participate in the scavenger hunt.
● 300 artificial white roses will be hidden around the nation, each attached with a
weather-proof envelope containing an online code.
● Winners will be mailed a limited edition poster signed by the main cast.
WHO:
● Customers who have bought the DVD/Blu-ray will receive a code to go online and view
the hints and clues to find the white roses.
WHERE:
● Choose locations based on population.
● Roughly one rose will be hidden per 1 million people in every state.
WHEN:
● The scavenger hunt will begin when the DVD is released and run until the last rose is
found.
● Advertising for this will begin via social media two weeks before DVD/Blu-ray release.
○ This will boost our presence in social media and create buzz that will directly
drive sales.
DETAILS:
● With every rose found, the online code included with the rose will be entered on the
Mockingjay sweepstakes website.
○ This will automatically update the website and mark the rose location as ‘Found’
○ The winner will enter their name, city, age, and a picture of themselves (all
optional) to be seen by other participants
COST: $90,200
22

23. Tier 2: Point of Purchase Displays
WALMART AND TARGET P.O.P. DISPLAY:
○ The display will feature Doritos,
Pepsi, Nerf, and the Hunger
Games DVD/Blu-ray set in one
location, drawing traffic
throughout the store
○ For other retailers, such as Target
or Best Buy, there will be endcap
displays that will feature the
Hunger Game DVD/Blu-ray
products, such as the standard
edition, limited edition, collectors
edition.
○ PRICE:
■ $300,000 to be divided
amongst partners
23

24. Tier 2: Amazon
AMAZON:
● Kindle Promotion
● 3 months (March 13 - May 13)
● Book trilogy preloaded onto all
of the Kindles sold for this
limited time
● The purchase of the Kindle will
include an insert in packaging
with a 20% off code for a digital
download
● Amazon gives us ad spots in
return, which will help drive
sales online.
24

25. Tier 2: Barnes and Noble
BARNES AND NOBLE:
○ When you read the book, you will want to see the movie
○ Reaching the target audience that are already there
○ A coupon code will be printed on the receipt when purchasing a Hunger
Games book
○ Coupon Code will be for a discount on the purchase of The Hunger Games:
Mockingjay Part One DVD/Blu-ray
○ Barnes and Noble benefits from this because we are offering extra benefits
to the sale of their books
○ Promotion will run two weeks prior to Blu-ray/DVD launch so consumer will
be able to pre-order with a 20% off code. March 1 - May 1
25

26. Tier 3: Taco Bell
TACO BELL:
● Feb 13- Mar 13
● In-store displays (posters and life size
character print outs)
● Special edition (large size) drink cup
○ Collectibles
○ One character per cup
○ 7 different characters
■ Katniss, Finnick,
Beetee, Coin,
Haymitch, Effie,
President Snow
26

27. Tier 3: Pepsi
PEPSI
Primary Promotion
● We are going to partner with PepsiCo and run
a limited time Hunger Games MockingJay
theme on the cans and bottles of Pepsi.
● There will be a UTC code on the bottles and a
code on the inside of the boxes of Pepsi. This
code will enter the consumer into the Capitol
Ball sweepstakes.
● This promotion is going to run from January
26th to February 26th, and the winners will be
announced prior to the Capitol Ball date
(March 13). This time frame gives the winners
two weeks to ask for time off.
Secondary promotion with Pepsi will start on March
13, running for one month, ending on April 13.
● The consumer will pop the special edition
caps off of five cans and send them into Pepsi
to receive a 20% off coupon for the blu
ray/DVD and a collectable Mockingjay pin.
● We can use Pepsi’s large shelf space and
boxes to feature our brand image which will
create awareness.
● Pepsi boxes are great to make extravagant
POP displays.
27

28. Tier 3: Nerf
NERF:
● Special edition Nerf bow and
arrow
● Packaging will be redone to
match The Hunger Games
Theme
● Include an in-pack coupon for
20% off the Blu Ray/DVD set,
driving sales
● Partner will provide advertising
28

29. Tier 3: Doritos
DORITOS:
● Limited time, special edition
bags with different characters
featured
● Will incorporate Doritos into the
POP displays
● Large images on the bags will
create brand exposure in the
retail environment
● Cross-ruff coupon will be on the
bag for $2 off the purchase of
Blu-ray/DVD
● Doritos will provide advertising
29

30. Tier 3: Franchise Development and
Merchandise
MERCHANDISE:
● Nerf Toys
● Cast Dolls
● Books
● Halloween costumes
● Taco Bell cups
● Pins
● Bundle - Collectors edition
● T-shirts/clothing
● Doritos packaging
● Pepsi can packaging
30

31. Advertising Strategy / Tactics
FORMULATE AN ADVERTISING STRATEGY:
Utilize the massive reach of the various television and radio broadcast channels, magazines, mobile
advertisements, social media, and website platforms to reach our target market.
● Television Ads - run commercials informing viewers of the release of the Blu-ray/DVD
● Online - Run banner ads on our partners’ websites such as Nerf, Doritos, Barnes & Noble,and
Amazon
● Magazines - Run full page print ads in Cosmopolitan, People, Vogue, etc. to promote the Blu-
ray/DVD
● Social Media - Facebook, Instagram, and Twitter posts to promote and create social media buzz
● Radio - Broadcast short ads on popular radio stations across the nation informing them of the
release of the Blu-ray/dvd
● Transit ads - Buses, bus stops, benches, billboards, physical building advertising, malls
● Mobile ads - Run banner ads on mobile apps that are specifically targeted to our demographic
● Email - For all participating in the Hunger Games sweepstakes, they must enter their email which
we will use to send out information and promotions regarding the Blu-ray/DVD
31

32. Social Media: Instagram
Fans will be encouraged to take photos and post them on Facebook, Instagram, and Twitter. There will be
the “#mockingjay” on every P.O.P. and various advertising channels to promote the use of the hashtag.
INSTAGRAM:
● Photo Contest
○ Entrants simply upload a
photo of themselves, depicting
how they are the biggest fan
of all things (memorabilia,
action figures, books, clothing
& etc.)
○ Use #hungergamesfans to
monitor the entrees.
○ Once the photo is uploaded,
we will decide who the weekly
winner to be featured is and
will be named fan of the week.
○ By encouraging users to
interact via social media, it
keeps the users engaged.
Participants will be motivated
to share their entry. Therefore,
sharing the brand image and
awareness with their
Instagram followers.
32

33. Social Media: Facebook
● Feature our partners’
products and promotions tied
into the franchise
● Post updates pertaining to
important upcoming and
ongoing events and
promotions
● Post photos from the movies
● Post content that will get
followers interacting and
posting comments
● Promote release of DVD and
Blu-Ray on the cover photo
33

34. Social Media: Twitter
● Spread awareness of the
Mockingjay brand by
placing #Mockingjay on all
promotions and
advertisements
● Share all promotions and
partnerships tied into the
franchise through Twitter
● Share the winners of each
promotion
34

35. Television Show Partnerships
JIMMY KIMMEL
THE TONIGHT SHOW
STARRING JIMMY FALLON
● Appearance of cast members
● Promotion of DVD/Blu-ray release
● Audience will all go home with
DVD/Blu-ray
● Appearance of cast members
● Promotion of DVD/Blu-ray release
● Lorde performance
● Appearance of cast members
● Promotion of DVD/Blu-ray release
● Ariana Grande performance
THE ELLEN DEGENERES
SHOW
35

36. Ad Placement: Television
TV ADVERTISING: Each of these shows will get
three 30-second ad spots: one a week prior to
release date, and two on the date of release.
● AMC
○ The Walking Dead
○ 7.95 million persons 12-34
○ Price $400,000/30-second spot
● ABC Family
○ Pretty Little Liars
○ 2.79 million persons 12-34
○ Price: $150,000/30-second spot
● Comedy Central
○ South Park
○ 2.31 million persons 12-34
● CBS
○ Big Bang Theory
■ Price: $345,000/30-second ad
○ Modern Family
■ Price: $240,000
● Fox
○ Family Guy
○ Price: $158,500/30-second spot
Cost: $4,330,500
36

37. Ad Placement: Broadcast/Streaming
Radio
BROADCAST RADIO
○ Advertising throughout the nation on top
radio stations that are listened to by our
primary target market
○ Secondary level advertising will be targeting
parents (secondary target market)
○ Price: $3,000-$6,000 per week/per station x
4 weeks
MUSIC STREAMING
○ Spotify, Pandora, iHeartRadio
■ Banner ads and video
ads inside of app
■ Prices: Based on a
cost-per-click basis +
$10,000 initial
investment
37

38. Ad Placement: Magazines
MAGAZINE:
● Two Month Promotion:
○ Game Informer
■ Price: $398,188/month
○ Cosmopolitan
■ Price: $613,400/month
○ Empire
■ Digital Price: $14,050/month
○ People
■ Price: $674,800/month
○ Seventeen
■ Price: $320,060/month
○ Glamour
■ Price: $439,864/month
○ Vogue
■ Price: $331,616/month
38

39. Ad Placement: Transit
● Billboards: Run ads two weeks before the launch and two weeks after the launch. Average price for
large billboards is $25,000/month x 100 locations
● Transit advertising
○ Bus wrap advertising: Top 5 most populated cities in the U.S. will have ten buses, each driving
around for one month. 50 buses x $8000/month
○ Subway ads: $1500/month x 100 ads in the densest populated areas that use subways
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40. Direct Mailing and Email
DIRECT MAIL AND EMAIL MARKETING PROGRAMS:
Direct mail and email marketing programs will be another touch point in which consumers will be exposed
to any ongoing sales promotions and partnerships for the release of The Hunger Games Mockingjay Part 1
Blu-ray & DVD release. This will build awareness through monthly email newsletters featuring sales
promotion coupon print outs, direct mail coupons, and free standing inserts sent to customers shopping at:
● Target
● Walmart
● Barnes and Noble
● Major Online Newspaper Publications
There will also be banners and featured sections in monthly email newsletters advertising the following
promotions and partnerships for:
● Tier 1, 2, 3
● Capitol Ball
● Premier of Mockingjay Part 2
● White Rose Scavenger Hunt
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41. Online Ad Placement
Online advertisements will be strategically placed on The Hunger Games official website, which already draws
in many views from our target audience. In addition to the official website, we will utilize our partners’ websites
to further increase awareness. There will be banner displays promoting the blu-ray & dvd release and will also
include ongoing promotions. The banners will remain on the websites for the months of March to May.
WEBSITES
● The Hunger Games official Website
● Amazon
● Walmart
● Target
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42. Marketing Timeline
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43. Budget
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Capitol Ball $430,000
POP Displays $300,000
White Rose Scavenger Hunt $90,200
Premiere of Mockingjay Pt 2 $25,000
TV Advertising $4,330,500
Radio/ Mobile Advertising $31,000
Magazine Advertising $2,791,978
Billboards/Transit Advertising $2,900,000
Total $10,898,678

44. Return on Investment Projections
Capitol Ball:
● Cost: $430,000
● ROI:
○ Pepsi’s Estimated
Advertising
Dollars
$3,500,000
○ Brand Image will
be increased
through the logo
placement on the
Pepsi bottles and
packaging
● Measurement:
○ Track redeemed
UTC codes over
the promotional
period
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Premier of Mockingjay Part 2:
● Cost: $25,000
● ROI:
○ Directly affects
sales through the
use of the
sweepstakes
○ An estimated
500,000 units will
be sold in response
to this
sweepstakes
○ Approximately
$10,000,000
increase in
revenue from this
promotion
● Measurement:
○ Track the number
of codes redeemed
through website
White Rose Scavenger Hunt:
● Cost: $90,200
● ROI:
○ Directly affects
sales through the
use of the contest
○ An estimated
200,000 units will
be sold in
response to this
contest.
○ Approximately
$4,000,000
increase in
revenue from this
promotion
● Measurement:
○ Track amount of
fans that
unlocked the
website to play

45. 45
PoP Displays:
Cost: $300,000
ROI:
● This will incentivise retailers
to give us prime shelf space
in the front of the DVD
section and near the front of
the store.
● This will increase sales by
roughly 20%
Advertising:
Total Cost: $10,053,478
ROI:
● Ads placed strategically to
reach all target markets
● Consumers will know
when DVD is available
● Consumers will be aware
of the sweepstakes and
contest available upon
purchase
● Advertising compliments
all promotions and will
increase sales by roughly
200%
Return on Investment Cont.