What was incredibly smart, was how this game also tied in aspects of gamification and social integration to incentivise users to invite their friends, share updates, and ultimately spread the word about The Hunger Games virally.
This virtual game enabled viewers to experience what the characters in the film experienced while engaging with other fans of the film. I’ll touch on various aspects of their strategy throughout the post, but perhaps the most innovative aspect of their strategy was their ‘Virtual Hunger Games’, whereby users could join a district and compete against other districts, just like in the film.
The Hunger Games had one of the most forward-thinking digital marketing campaigns of the decade. This will open up huge potential to run a social media competition for a number of fans in each city to attend their local press event and meet the cast. One tactic may be to run a ‘mini press junket’ in all of the major cities that you’re planning to launch in. While the main journalists and critics will be key, you may also want to experiment with inviting influential bloggers and fans to the event. Don’t limit yourself to journalists – they’re not the only people who can create buzz around your film. Essentially, these events fly as many key journalists, critics, and reporters to a location where, over the course of a few days, the press can conduct interviews with all of the main actors and directors from the film.īe smart with who you invite to your press junket. Press Junkets are one of the movie industry’s most powerful publicity tactics. Of course, the more interesting you can make it for the viewer the better. This could be visiting the movie’s Facebook Page and engaging in a social game about the film, or entering a competition to win premiere tickets, or perhaps just going through to the movie’s official website to watch the full-length trailer. The important thing to remember with pre-roll advertising is to give the viewer a call to action i.e. Using a service like TubeMogul you can easily have your trailer appearing before related videos on YouTube, as well as sites like IMDB, 4oD, Vimeo, and many other sites. They’re relatively inexpensive, and you aren’t charged if the viewer clicks ‘skip’ within the first five seconds. Pre-roll video ads are an incredibly effective tool for drumming up interest and seeding your trailer online.
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When these guys launched Chronicle, they flew remote controlled humans through New York City, scoring free publicity from hundreds of media outlets.
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When Game of Thrones marketed their latest series in the UK, they erected a bus-sized dragon’s head, appearing to have been washed up on a Dorset beach. If you want to leverage viral marketing of any sorts, you must begin by doing something worth talking about. I am a strong believer that word of mouth is the most powerful form of marketing. Seth Godin, one of the brightest minds in the marketing world, summed it up perfectly when he said: “by definition, remarkable things get remarked upon”.
#1 Do Something Remarkable – The Publicity Stunt
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Below are 17 strategies, tactics, case studies & ideas for creating an exceptional online marketing campaign for your next movie or TV show. Unfortunately, movie marketing is not a science, but there are a lot of lessons we can learn from those who have successfully (or unsuccessfully) marketed films & shows before us. Another unique factor is that films and TV shows, by their very nature, are content gold mines – a huge privilege when it comes to crafting a powerful content marketing strategy for an upcoming film or TV show launch. Timing is incredibly important – you must build up as much hype in the short space of time leading up to and around the launch as possible. There are a few things unique about marketing films and TV shows. Over the past few weeks I’ve had a number of conversations with people involved in film & TV marketing about how best to use social media to virally promote movies and TV series online.
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