But back to business…
The marketing people beyond The Hunger Games Campaign are capitalizing on the concept of the movie and the growing awareness of social media. Instead of using traditional publicity and marketing, they went through the social media route in hopes to grab the attention of their main consumer group. Teens.
Brilliant, I say. Brilliant.
This makes total sense. Teens are on Facebook, Tumblr, and Twitter several hours per day. You want to reach that demographic, you know where you need to be. Over the past year, the social marketing campaign has flourished: 800,000 page views for various websites and Facebook pages, plus 1.3 million “media views” for videos and other content. Not to mention, teens are the forerunners for movie franchises. Look at Harry Potter and Twilight. Focusing on them and their content hub, can only make for really good traction.
Here are a few lessons from the campaign, by John Brandon is a tech contributor at Inc. magazine and Inc. Technology, which culminates today for the movie opening:
1. Understand the flow
The marketers used a product called thismoment Distributed Engagement Channel (or DEC) to track their social marketing progress. The service aggregates reporting fromGoogle Analytics, Facebook Insights, YouTube Insight, Twitter, and internal page logging to create a holistic view of the campaign. Every marketing campaign lives or dies on the data you collect. The service shows you what is working and what has bombed so you can make changes leading up to a launch.
2. Stick to the brand
As the New York Times reported recently, “The Hunger Games” kept the focus trim and tight. They released logos slowly, fed small amounts of content here and there, and developed momentum. SRT (the new Dodge brand) is doing the exact same thing with the new Viper supercar, releasing only a passing glimpse so far. (Even the spokespeople are in on the act, denying rumors with a wink.) “The Hunger Games” also stuck tightly to a core design and wording for much of their campaign. That has led to surprising advance ticket sales and midnight showings last night all over the country.
3. Go multi-message
One thing about the campaign: It hit people on the most popular channels like Facebook and Twitter. I swear I have not even seen a trailer on TV yet or in any magazines. But even more importantly, most of the content hardly even looks like marketing. On Facebook, games and chat sessions, media downloads, and other interactive links made it seem like the marketing was not really there to sell you on the movie but to promote a healthy (ahem) obsession with it.
4. Pick your audience
I’m amazed at how many teens are discussing this film. In other words: The marketing worked. Granted, the movie is based on an extremely popular young adult book series. That helps. But, since I work with teenagers as a volunteer, I hear their chatter: They know who is in the movie, the basic plot points, whether it is violent or not (apparently, it is fairly tame), and who did some of the music. I’ve never seen a music video (the one with Taylor Swift and The Civil Wars) from a side viewing angle at a coffee shop so many times. In fact, this pseudo-trailer is playing right now in the next booth over…
Source – Inc.