An overview of the viral marketing campaign, demographics, language, and more that reflect upon the Hunger Games fandom!

2. ABasicOutline

3. Background & History

4. ViralMarketingCampaign
Lionsgate used a viral marketing campaign to target its audience
*Dependent upon active acebook & witter users

5. ViralMarketingCampaign
FACEBOOK
• First Cast Display
• "Fan Fridays"
• Discussion Board

6. ViralMarketingCampaign
THECAPITOL.PN
• Identification Cards
• Fans register for a district
• 800,000+ fans registered
• Twitter Competition:
"Mayor" of the district

7. ViralMarketingCampaign
TWITTER: @TheCapitolPN
• #HungerGames100
• #HeadToTheSquare
• #WhatsMyDistrict

8. ViralMarketingCampaign
TRAILER RELEASE
• 8 million views
• 24 hours
6.5 million followers
• Facebook
• Twitter
• YouTube
• Tumblr

9. IntendedFanBase
YoAuW rncehgo mo na nedisenu ct lohttsireo: w niWsWn opwtohmeimyntceh?dienf eitn chbdaei lga ltyugr ideabrigue fetnaescns es1?1?-18

10. Demographics
2014

11. Demographics
2012
2014

12. Demographics
2014

13. Language&Jargon
Most of the language originated from Collins' novels

14. Language&Jargon
Arena
Bloodbath
Capitol
Career
Cornucopia
District
Gamemakers
Hunger Games
Outdoor environment
rigged by Panem's high-tech
Initial fight at the onset
of the TV Hunger containing
Games
before the race to the
The protected city where
cameras, traps, and
the ruling classes of Panem
A tribute challenges
cornucopia
who has
trained his live
or her
entire life for the
Hunger Games
The place inside the arena
with supplies such as
12 districts in Panem,
unique by water
their industrial
life: Katniss is from the
The producers of the Hunger
A punishmenGt Tribute
afomre tshe dark days,
when poorest the districts district
rose and
destroyed district 3, must submit
Resident of the district
chosen to compete
two tributes per district, to
compete for a life of luxury
(supplies and food)

15. Language&Jargon
How is it used in the community?

16. FanCreatedMedia
Facebook
Twitter
Tumblr

17. TheCommunityInteractions
Online S p a c e Physical
Top Two Portals:
TheCaptiol.PN
Mockingjay.net
______
Social Media Sites
Movie Theatres
*Midnight Premieres
Miscellaneous events
• Mall Tours
• Times Square

18. 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_suza
nne_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