The marketing team for the newly released teen movie, The Hunger Games, focused a lot of their energy on social media. Their presence on Facebook, Twitter, and tumblr proved to be a major success in drawing in the desired audience for the movie’s release. There are a lot of reasons why this social media campaign worked, but by far the main reason is that they focused on their target audience – teens. Even though we didn’t hear much about The Hunger Games through traditional media, the movie’s marketing team definitely left a lasting impact through the computer screens that so many teens are glued to these days.
The marketing team for the newly released teen movie, The Hunger Games, focused a lot of their energy on social media. Their presence on Facebook, Twitter, and tumblr proved to be a major success in drawing in the desired audience for the movie’s release. There are a lot of reasons why this social media campaign worked, but by far the main reason is that they focused on their target audience – teens. Even though we didn’t hear much about The Hunger Games through traditional media, the movie’s marketing team definitely left a lasting impact through the computer screens that so many teens are glued to these days.
First, let’s look at their presence on Facebook. There were 13 pages created about The Hunger Games. These pages represented each of the districts in the movie. This creative idea allowed teens to post about what they were excited for, gain background information about the series, and encouraged viewers to buy tickets to the movie by linking them to Fandango. The trailer to the movie was also posted on the page to create more hype about the movie’s release.
Next, let’s look at The Hunger Games on Twitter. A Twitter account was created to represent The Capitol, the authoritarian system set up in The Hunger Games series. The account tweeted stories, warnings, and encouragement in character. With teens checking their twitter accounts multiple times throughout the day, this was a great way to keep the fans engaged and always looking for more information, building the excitement about the movie’s release as well.
Finally, let’s take a look at the Tumblr account created to promote The Hunger Games. The blog is called Capitol Couture. From the name alone, we can tell where this is going. The blog was all about the fashion style of the characters in the book. This helped to provide more background information about the different districts and the capitol, which was especially beneficial for those moviegoers who did not read the books. This was a great way to learn about what the whole series was about before going into the movie.
Personally, I read all 3 books in The Hunger Games series, but I found this social media campaign to be highly attractive even so. Just because a lot of the fans already read the books and therefore had knowledge about the story behind the movie, Facebook, Twitter, and tumblr were great ways to reach out to the fan base that the movie’s marketing team was targeting. I applaud them for all their hard work and I definitely approve of this social media campaign. Overall, I think it should serve as a model to others in the future.
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