Please read the Case-study Document (The Hunger Games: Catching Fire Using Digital and Social Media for Brand Storytelling) and answer ONLY five out of the following six case-study questions.
- According to you, how is the marketing campaign for Hunger Games: Catching Fire different from the traditional marketing campaign for a movie? Explain how innovative was the marketing approach adopted by Lionsgate.
- Instead of attracting new customers to the movie, Lionsgate focussed on engaging existing fans. Analyze and discuss why they did so. Also, do you think their decision to not focus on other segments like older customers, male customers are justified or not?
- For promoting their next movie, The Hunger Games: Mockingjay Part 1, which elements of the Catching Fire campaign would you reuse? And which elements would you change?
- Evaluate critically the campaign based on elements such as persistence, pervasive, participatory, and personalized, all of which are essential for a good transmedia storytelling campaign.
- Do you think the transmedia storytelling approach can be used for non-entertainment products, and if so, to what extent? Identify the contextual facts that would determine the applicability and effectiveness of this approach.
- Analyze critically all the creative and media tactics used in the campaign. Explain what Lionsgate did well and what could be improved?