Outline the details of the case. What are the issues?

(refer to case study - the hunger games: catching fire by mohanbir sawhney and pallavi goodman)

Preview File Edit View Go Tools Window Help ECP003840.pdf Page 95 of 112 Northwestern Kellogg School of Management i D Q Search MOHANBIR SAWHNEY AND PALLAVI GOODMAN 5-415-750 September 9, 2016 For use only in the course MK661 Marketing Management FA22 at Sacred Heart University from 9/1/2022 to 12/15/2022. Use outside these parameters is a copyright violation. The Hunger Games: Catching Fire Using Digital and Social Media for Brand Storytelling The Hunger Games film series began in 2012 with the launch of the first movie in the franchise. In 2013 the second film, called The Hunger Games: Catching Fire, was released and set the record for the biggest opening weekend for any movie ever released in November. The marketing campaign for the film was launched well in advance of its opening and employed a promotional campaign that leveraged digital and social media in a coordinated and holistic way to tell a brand story and to engage existing fans of the first movie. Lionsgate Entertainment and Ignition Creative collaborated to create a new type of marketing campaign that relied on storytelling in a digital world and blurred the lines between reality and fiction. This novel marketing strategy, called brand storytelling, consisted of a mix of social media campaigns undertaken across a variety of platforms such as YouTube, Tumblr, Facebook, Twitter, and Instagram, while bringing into sharper focus brand and designer partnerships in the film, and attracting enthusiastic fan participation. While many aspects of the campaign marked new ground for a film promotion, it raised some unanswered questions. What did the campaign do well, and what could have been done better? Did the campaign really enhance the Hunger Games brand and audience participation? Was brand storytelling the future of film promotion, or was it a one-off concept that lent itself well to this particular film? 1 The trailer for the first Hunger Games film can be viewed at https://www.youtube.com/watch?v=4S9a5V9ODuY. 2 The trailer for The Hunger Games: Catching Fire can be viewed at https://www.youtube.com/watch?v=EAzGXqJSDJ8. 2016 by the Kellogg School of Management at Northwestern University. This case was prepared by Professor Mohanbir Sawhney and Pallavi Goodman. Cases are developed solely as the basis for class discussion. Cases are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management. To order copies or request permission to reproduce materials, call 847.491.5400 or e-mail cases@kellogg.northwestern.edu. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means-electronic, mechanical, photocopying, recording, or otherwise-without the permission of Kellogg Case Publishing. Page 95 of 112