1. Case Study: Catching Fire
Catching Fire’s marketing campaign started with the new subway subs that were spicy due
to the title of the film. This opened up their target
market. The films demographic is teenage girls, the
ones who have boyfriends will no doubt drag them to
the cinema to go see it. Teenage girls are quite
obsessive, so they will want to go to subway and try
these new sandwiches but this aspect will appeal more
to the male gender, opening their audience. In America
they have included a competition too to have your own
victory tour and in Canada you can win up to 1million dollars with many other prizes too.
Covergirl covered the fashion side to the film. Since the Capitol is so into looks and
appearance Covergirl did a special feature called ‘Capitol
Beauty Studio’. Because there are 12 districts they did 12
looks, one for each district. They set up special counters
in stores with the make-up used within the advertising
feature with tips and guides for the looks. This is again
targeting their target
audience as teenage girls
are very into make-up and
fashion. Using this as promotion makes the consumer feel
more interactive with the film. It lets them look the part and
feel a part of it too. Personally, as a teenage girl, I feel that
this market scheme is very good. If I walked passed this
while shopping I would definitely stop and have a look,
resulting in taking a booklet with the tips on and then going on the website to see how the
looks are done too.
A fake magazine was in production before the film, it had its own facebook, instagram and
tumblr. Palen stated that he wanted the public to know that this isn’t another ‘twilight’, the
plot isn’t all about the love story so he used the magazine to remind the fans this. They have
done this because of their target audience, teenage girls. They are very Internet orientated.
Being part of the online social network will make sure you stay in the picture, that you will
stay relevant without having to spend loads of money on adverts and posters. If you over
advertise people start ignoring the adverts. If you start advertising too early people will forget
about it so being apart of social networking is a good way to give subtle updates.
Back in February, 9 months before the film was out, they started
the instagram page, posting a picture of a chair. This got fans
excited and interested. It was an empty chair but still got over
2,000 likes. The instagram’s purpose was to tease the fans and
leave them wondering. The caption that
went along with the picture, ‘Always Elegant.
Always Prompt. Join us on March 4.
#LadiesFirst’, gave off enough information to
make them come back on March 4th. They

2. then went on the posting pictures of the tributes and head pages that included what contents
the mag will contain. Everything looked very real and believable. It was like a product the
people in the capitol would actually have. Again this made the fans feels like they were part
of the franchise. Like they lived in the Capitol and did what the Capitol people do. The
Capitol would get a lead up to the games and so is the public.
Overall I think that this marketing campaign is very effective. It is applying massively to its
target audience, and as part of this market I can guarantee it works. They way they have
made the film feel real for the fans are great PR and marketing tactics.