As the agency of record for The Hunger Games franchise for the last four years, it was our honor to join Katniss Everdeen on one last journey in Mockingjay Part 2. We partnered with Lionsgate once more to create a social campaign strategy that resonated with both new and existing fans and celebrated the thrilling end of a beloved franchise.
Our objective for this final campaign was to create content that not only built buzz around one of the most anticipated films of the year, but to highlight the best and most memorable moments from the franchise as a whole. This retrospective campaign cut deep with fans, and we spent the months leading to the film’s November release honoring the best of the fandom and all-things Hunger Games. When Lionsgate launched their global fan appreciation event known as The Hunger Games Tribute Awards, we were on-hand to capture content and celebrate alongside fans.
Early on we encouraged fan participation; in turn, our fans awarded us with their support: Mockingjay Part 2 was named the most tweeted about film at San Diego Comic-Con; the Hunger Games Instagram page crossed the 1 million fans mark; and our campaign generated over a dozen worldwide trends across social platforms. Other key achievements include our extensive coverage of live events such as SDCC and the Mockingjay Part 2 world tour, and the launch and use of platforms new to the campaign, including Snapchat, Dubsmash and Periscope.
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