Social and Influencer > Web Campaign

THE HUNGER GAMES: MOCKINGJAY - PART 1

WATSON/DG, Los Angeles / LIONSGATE / 2015

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Overview

Credits

Overview

Execution

The execution of a campaign this big was determined by thousands of exciting and varying factors. Our agency had the best talents working in the mediums in which they excel most. This - no doubt - set us up for success. But, the most determining factor of all is our relationship with our client. Months of conversation and collaboration and discovery go into planning a campaign of this stature. And, the trust given to us is what allows us to work freely and deliver a product we're both proud to be a part of.

Outcome

- 4 in-world website executions, including sites that engaged with Web GL and mobile/desktop tethering

- 1 franchise site execution (first to market)

- maintained an 8 mos. campaign with limited assets

- created +55 pieces of original content

- copywriting on 4 in-world sites, including social +share copy

- + 200 publications talking about the digital executions

- >992K FB likes

- >5.5 million sessions logged on all 5 sites

- Earned multiple FWA, Awwwards, and an Adobe Cutting Edge Award

- +752 Million dollars made world wide

Strategy

Satiate the rabid fans who expect to be immersed in complex story-lines and back-story, and who want their emotional connection to characters to be fostered continuously.

Trigger fan's emotions by not immediately giving them what they wanted. Starting the campaign with the voice of the Capitol, was purposeful -- and in the end, paid off via even more participation.

Since the film takes place in the future, we wanted to ensure our digital efforts were innovative -- using Web GL to create an interactive feature, as well as a mobile to desktop tethering experience that mimics what the characters are doing in the film.

Ensure fans were digesting the marketing via our purposeful positioning. Along with the studio, we set the tone with first looks at behind the scene images, and sit down interviews with the filmmakers + cast makers without relying on a 3rd party publication.

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THE HUNGER GAMES: MOCKINGJAY - PART 1

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THE HUNGER GAMES: MOCKINGJAY - PART 1

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