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.
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