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An overview of the viral marketing campaign, demographics, language, and more that reflect upon the Hunger Games fandom!
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ABasicOutline
Background & History
ViralMarketingCampaign
Lionsgate used a viral marketing campaign to target its audience
*Dependent upon active acebook & witter users
ViralMarketingCampaign
• First Cast Display
• "Fan Fridays"
• Discussion Board
ViralMarketingCampaign
THECAPITOL.PN
• Identification Cards
• Fans register for a district
• 800,000+ fans registered
• Twitter Competition:"Mayor" of the district
ViralMarketingCampaign
TWITTER: @TheCapitolPN
• #HungerGames100
• #HeadToTheSquare
• #WhatsMyDistrict
ViralMarketingCampaign
TRAILER RELEASE• 8 million views
• 24 hours
6.5 million followers
• Facebook• Twitter• YouTube• Tumblr
IntendedFanBase
Who is the intended audience?Young adults: specifically ages 11-18Why?A connection with the tributesAre men or women bigger fans?Women
Demographics
2014
Demographics
20122014
Demographics
2014
Language&Jargon
Most of the language originated from Collins' novels
Language&Jargon
ArenaBloodbath
CapitolCareer
CornucopiaDistrict
GamemakersHunger Games
Tribute
Outdoor environment rigged by Panem's high-
tech TV containing cameras, traps, and
challenges
Initial fight at the onset of the Hunger Games before the race to the
cornucopia
The protected city where the ruling classes of Panem
liveA tribute who has trained his or her entire life for the Hunger Games
The place inside the arena with supplies such as
water12 districts in Panem,
unique by their industrial life: Katniss is from the
poorest district
The producers of the Hunger GamesA punishment for the dark days,
when the districts rose and destroyed district 3, must submit
two tributes per district, to compete for a life of luxury
(supplies and food)
Resident of the district chosen to compete
Language&Jargon
How is it used in the community?
FanCreatedMedia
Tumblr
TheCommunityInteractions
Online PhysicalS p a c eTop Two Portals:
TheCaptiol.PN
Mockingjay.net______
Social Media Sites
Movie Theatres
*Midnight Premieres
Miscellaneous events• Mall Tours
• Times Square
References
Basbas, Amy. (2012). Collins On Fire: Teaching Cultural Literacy Through the Hunger Games. Retrieved from https://www.rivier.edu/journal/ROAJ-Fall-2012/J682-Basbas-Teaching-Cultural-Literacy.pdf
Blatt, Ben. (2014). A Textual Analysis of the Hunger Games. Retrieved from http://www.slate.com/articles/arts/culturebox/2013/11/hunger_games_catching_fire_a_textual_analysis_of_suzanne_collins_novels.html
Curwood, Jen. (July 2013). The Hunger Games: Literature, Literacy, and Online Affinity Spaces. Retrieved from http://www.jensc.org/wp-content/uploads/2013/09/Curwood-Literature-Literacy-and-Online-Affinity-Spaces.pdf
Dodes, R. & Jurgenson, J. (2012). Gender Games. Retrieved from http://online.wsj.com/articles/SB10001424052970204603004577267832212316716
Ilar, Sandra. (Spring 2014.) The Hunger Games Viral Marketing Campaign- A Study of Viral Marketing and Fan Labor. Retrieved from http://www.diva-portal.org/smash/get/diva2:732925/FULLTEXT01.pdf
Sprecher, Anna. (2013.) And May the Visual Be Ever In Your Favor: An Analysis of Visual Metaphors. Retrieved from http://pitjournal.unc.edu/article/and-may-visuals-be-ever-your-favor-analysis-visual-metaphors-hunger-games