Our multi-phase campaign included coverage at special live events such as San Diego Comic-Con and the Los Angeles Premiere Red Carpet, creating engaging content that tied in with the narrative timeline of the film, supporting in-world socials with hidden messaging and colorful advertorials, and creating innovative fan initiatives that drove to ticket sales and increased the buzz surrounding the film.
Among our biggest campaigns stunts was the action-packed global fan day event, #AskMockingjay. As the film’s biggest stars took to the web to answer questions and talk about the film, we were on-hand every step of the way to direct fans to the proper online channels, encourage participation and gather questions for talent. The #AskMockingjay event culminated at the Los Angeles Premiere, where our team captured and live-tweeted all the big carpet moments. Our team snapped and shared photographs and video of the film’s beloved stars, including Jennifer Lawrence,Josh Hutcherson, Sam Claflin, Elizabeth Banks, and Julianne Moore.