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The hunger games: catching FireCase Study Analysis: Digital Media And Brand StorytellingStephanie Curry:MKTG5604
Existing Fans Initially under 25 male and female demographicTargetAudienceBrandPositioning Brand Storytelling Using new distribution platforms to create unique customer experiences Transmedia Storytelling A technique used to allow the story to unfold across multiple mediaplatforms Garners active participation of fans and end users in the story’sexpansion across these platforms
SocialMediaMarketingCampaignInnovative approachCapitol Couture: Online MagazineHungergamesMarketing& BrandingCampaignTargetExistingFansHighlighted Art, Fashion And DesignFrom The CapitolTransmediaStorytellingCapitolTV: YouTube ChannelFeatured Previews And Trailers OfFilm Fan’s Were Asked To EngageAnd Post VideosOne Panem: Facebook PageFeatured Photos, Videos, and AppsTraditionalmedia campaignCreating Brand Awareness 3-6Months Prior To Release Of FilmUsing Established Elements LikeTv, Radio, Magazines Etc.One Post Asked Citizens (Fans) ToIdentify The District They BelongedToTwitter And InstagramTwitter Posted Capitol Ideology:Respect District BoundariesInstagram Reinforced Capitol Couture
Were The RightSegmented GroupsReached?Highest Grossing Film AtDomestic Box Office For201310th Highest GrossingWhy EngageExisting FansInstead Of NewFans?Producing A TremendousAmount Of User GeneratedContentRight Decision:Hunger Games Book SeriesIs Geared Towards YoungAdultsFilm EverLarge Fan Base From BookSeriesNumbers Don’t Lie:Opening Week Took In 158.1 MillionExisting Fans Are YoungMost Likely To EngageActively On Social MediaPlatforms 864.9 Million GloballyActive And EnthusiasticFans Connect With OtherFans Through SocialChannelsWell Versed Fan BaseMeans Opportunityto Start The ConversationConversations Start Aboutthe Movie and CharactersShare With Friends andAssociatesMovie May Not ResonateWith Older Age GroupNot Relatable
1CreativeMedia TacticsCreated A Story With HumanElementInvolved The Audience InShaping And Sharing The StoryPersistent Story DevelopmentReal Time With APersonalized and IntegratedAudience2CreativeCritiquesCertain Partnerships Didn’tConnect With The Movie’sStoryline**Beauty Partnerships IgnoredMen And Children
TRANSMEDIA STORYTELLING:BRANDING & POSITIONING NON-ENTERTAINMENT PRODUCTSApplicability & effectiveness:CONTEXTUAL FACTORSKnow Your Base And Understand Your Community’s Needs (Customer)STATS: Room Sharing Market Leader Focus Is PeopleKnow What’s Out ThereKnow How You Stack Up And How To Respond To Competition (Competitor)APPROACH: Important Aspect: Human ElementStories About The People That Open TheirHomes And List Them On AirbnbAnd The Travelers Who Go ThereStorytelling: Airbnb Stories:Because Airbnb’s audience is comprised of hostswho and guests, in-depth features and videosoffer insight into both experiences Pineapple Magazine:“brings you human stories from around theglobe, infused with local flavor”Humanize By Getting Your Community To Engage With Each Other AcrossPlatforms (Collaborate)Know What You Are Built For. What Is Your Purpose?Airbnb Is Built On Travel, Discovery, Culture, And Experience (Company)Aiming Towards Bipartisan Brand With A Universal Core (Context)
Sources Sited:Sawhney, Mohanbir, and Pallavi Goodman.“The Hunger Games: Catching Fire Using Digital and Social Media forBrand Storytelling.” 9 Sept. 2016.Wegert, Tessa. “How AirBnb Is Using Content Marketing to Stay onTop — The Content Strategist.” The Content Strategist, 5 Dec. b-is-using-contentmarketing-to-stay-on-top/.
Hunger Games Book Series Is Geared Towards Young Adults Existing Fans Are Young Most Likely To Engage Actively On Social Media Platforms Movie May Not Resonate . "The Hunger Games: Catching Fire Using Digital and Social Media for Brand Storytelling." 9 Sept. 2016. Wegert, Tessa. "How AirBnb Is Using Content Marketing to Stay on
