A round up of the games

The results speak for themselves and The Hunger Games has certainly achieved and exceeded expectations. Their integrated marketing communications campaign has been applauded in nearly every article I have read with hardly any negativity and the box office results have clearly shown how engaged the audience was in the campaign.


I think Lionsgate were clever to start getting people excited early. The marketing campaign started at the same time as the film went into production so the buzz had been there for a nearly a year before the film hit the big screen.


Their choice of platforms was faultless. The combination of all the social media sites together was inexpensive and integrated perfectly. It is the main platform used by the target audience and the interactivity of these sites got people talking and passing on to each other - great word of mouth. I like that traditional media wasn't ignored too, and TV spots and trailers at Imax and during 'The Superbowl 'were used well to attract the male audiences.


The consistency in the messaging and the delivery of the communications have been very successful at building up a movie franchise. So the excitement is already there for the second movie, we already know what the campaign for the next movie will look and feel like and where we will be able to get all the information we need on the next movie. Very exciting for the audience and very exciting for Lionsgate, who has successfully built what they set out to do a multi-million dollar franchise!

The results are in

So were the target audience engaged in The Hunger Games? Did they all go and see it? Did the integrated marketing communication get people excited and promote the film well enough?


Yes, yes and yes! I truly believe Lionsgate achieved all their objectives because the results are in, and since the movie was released 10 days ago, "The Hunger Games" has made 365 million worldwide in ticket sales, and was the third biggest opening at the US box office of all time and no sign of slowing down! Not bad for having a relatively small marketing budget.


Its no surprise that Lionsgate are planning another 3 Hunger Games films and planning to continue marketing the movie in the lead up to the DVD release and award seasons.


So after reading so much about the movie for this blog, and not being able to avoid the numerous media, I thought I would check it out.....and yes, it does live up to the hype and no it is nothing like the Twilight movies! I can see why Lionsgate have tried to market to the males just as much as the females - males  would love this movie just as much as the females. Having seen the movie now, I can also understand more why certain creative decisions were made , why certain colours, symbols, headlines and social media channels have been used and linked all together. Very clever job. I may even buy the books!


References
Richwine, L. 2012http://in.reuters.com/article/2012/04/02/boxoffice-hungergames-idINDEE83102120120402 Accessed 3/4/12.

Not forgetting the traditional games

The digital integrated marketing campaign has clearly been the gold to secure the 25 and under male and female audience. Traditional media has also been used to secure the 25 plus year audience, who are still used to making their purchase decisions based on traditional media. 


Lionsgate have given away 80,000 posters, secured 50 magazine covers and advertised on over 3,000 billboards and bus shelters, used TV spots and all media has a very eye catching message.


Below is the link to the advert that played during half time at the Superbowl. Riveting stuff and leaves you wanting more. This is a clever use of advertising to get the boys excited also.




http://www.youtube.com/watch?v=-IVjVgx193c


Below is a link to show just how many magazine covers The Hunger Games have been on the front of! I think definitely the strongest covers are the ones that stick with similar colour and themes as the movie posters, trailers and all other media used for The Hunger Games because they are instantly recognisable as something to do with the movie. The black and gold colours with the fire is the look and when used, really come across strong and links everything together.




http://www.google.com.au/search?q=the+hunger+games+magazine+covers&hl=en&client=safari&rls=en&prmd=imvnsu&source=lnms&tbm=isch&ei=HCB5T4KCAYeYiAfemsjYBA&sa=X&oi=mode_link&ct=mode&cd=2&ved=0CBEQ_AUoAQ&biw=1916&bih=879




The marketing budget was relatively small for a movie with a 80 million plus production budget. This is obviously because Liongate have been smart enough to recognise their core target audience and used very successfully, the platform which is used daily by 25 and under - social media. This type of media is also very cheap compared to traditional media. I think they also used their traditional media smartly e.g - Superbowl half time  - an engaged male audience and every trailer and TV spot I have seen has been really riveting with high impact. 




References
Arthur, L. 2012. Marketing the Hunger Games. Aprimo. Website accessed 2/4/12http://blog.aprimo.com/marketing-the-hunger-games


Belch. Kerr. Powell. 2012. Advertising: An Integrated Marketing Communication Perspective. McGraw Hill Australia, North Ryde.