It’s no surprise that the Hunger Games film took top spot at the box office this weekend. Lionsgate projects the film broke $155 million in its opening weekend, a record for the studio, for a non-sequel, for March, and the 3rd-best weekend of all time. So who and what advertising strategy is to thank for this amazing showing? A start-up – thismoment.com.
It’s hard to believe a start-up could be behind the campaign and success of The Hunger Games, but it’s true. TM or thismoment.com started their social media program back in June 2011. They tapped YouTube, Facebook and Twitter to begin promoting the film through colorful, engaging videos about the characters. They also used youth-oriented sites like MTV and MTV’s Facebook page to engage kids and get them talking and starting a conversation about the film. Fans were/are encouraged to submit videos regarding their love for the movie, which then gets friends of friends excited and the social movement grows. TM’s social media strategy paid off and allowed the Hunger Games to have their fans do most of their social marketing for them. It’s quite a success story for a film that had an $80 million production budget, and a $45 million marketing budget (which is small compared the the $100 million normally spend on blockbuster films).
Additionally, here are a few marketing tactics that are also attributed to the Hunger Games success:
- 18.1 million views on Capitol TV’s YouTube Channel
- 8 million views of the premiere trailer within the first 24 hours of the iTunes release
- Over 2.9 million people have liked The Hunger Games official Facebook page. Fans are up 215% since the beginning of the year, according to data compiled from The Hunger Games Movie page.
- 800,000 people have created personalized digital ID cards saying they live in the film’s futuristic world, Panem
- 379,673 and counting follow @TheHungerGames on Twitter (3/26/12)
- 80,000 free posters handed out
- 3,000 billboards and bus shelters
- 50 websites took part in a ticket giveaway
- 100: The number of puzzle pieces a promotional poster was broken into as a PR stunt. Fans had to find all of the puzzle pieces, scattered among 100 different sites, before uploading a final picture of the completed jigsaw
- 12 shades of nail polish sold by China Glaze were aptly named for the film
- 8 trailers and TV spots
Did you see the movie? What did our Rox readers think of the film and its marketing and social marketing?
Happy Hunger Games Everyone!