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!
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