Innovative campaign no. 1: "The Hunger Games" team created a vast secret virtual world for fans
Today's movie fans want more than a two-hour experience. They're hungry to dive into immersive interactions with the characters and worlds. Movie marketers are tapping into this energetic brand loyalty by creating explosive, innovative digital campaigns like this massive digital extension of the blockbuster "The Hunger Games."
As fans know, every year in the ruins of what was once North America, the evil Capitol of the nation of Panem forces each of its twelve districts to send a teenage boy and girl to compete in the Hunger Games. Fans went crazy for this story in book form (23.5 million copies in print), movie form ($673 million worldwide gross billings, to-date), and digitally. Here's the uber-cool, uber-realistic experience created by the movie's marketing team.
Many of our clips today come from Peter Stougaard. Peter was the SVP Creative Advertising at 20th Century Fox for 12 years where he managed campaigns for the films "Xmen," "Mr. & Mrs. Smith," "Cast Away," "Moulin Rouge," "Ice Age," "Minority Report," "The Devil Wears Prada," "Borat," "Night at the Museum," "The Simpson’s Movie," James Cameron's "Avatar," and many more. He is currently the co-founder of ActivateTV.