Hunger Games Code Hunt Challenge
‘Join the
Rebellion’
The
marketing team behind the release of ‘The Hunger Games: Mockingjay - Part 1’ on
Blu-ray and DVD have come up with a truly unique and innovative way of
generating a buzz around the film.
sciencefiction.com
As part of a
social media campaign, participants are urged to ‘Join the rebellion’ by
finding clues on partner sites such as IGN, Break and Celebuzz in order to
crack a code revealing exclusive deleted scenes and additional content from the
movie. The aim of the campaign, other than the obvious publicity, is to create
a real life scenario that mimics the narrative of the film.
AJ Vernet,
vice -president of social at Sizmek (the ad management agency responsible for
the campaign) commented:
“In this first to market campaign, Sizmek helped Lionsgate drive fans along a journey that included Facebook to multiple publishers and Twitter where fans can participate in a collective experience. We aggregated hashtags across platforms in real time to effect a creative execution and ultimately unlock exclusive content.”
The campaign
will be launched initially as a sponsored post on Facebook from the ‘Capitol of
Panem’, which will direct visitors to a cryptic, nonsensical message supposedly
from ‘District 13’ (the rebellious district within the movie) that is in need
of some drastic translation. After deciphering the message using a free
translator tool it will be revealed to be a fictitious bulletin from the
district, commanding that you join them by deciphering the clues across the
various partner sites. Upon finding the hidden messages within the site’s
source code participants will be prompted to tweet using the hashtag
#UnlockMockingjay.
The campaign
is the first of its kind, and looks set to achieve massive success on a
multitude of social media and networking sites. Even before launch it has
garnered abundant amounts of praise from fans and critics alike. Anne Carducci,
executive vice president of marketing at Lionsgate, seems optimistic about the
campaign’s success:
“Partnering with Sizmek enabled us to provide fans with an extremely innovative way to interact by unlocking an exclusive deleted scene from The Hunger Games: Mockingjay – Part 1 home entertainment release across digital channels and screens.”
It’s good to
see an advertising firm step outside of the norm to create a refreshing,
interactive experience that not only shows promise as a marketing tool, but
also stays true to the tone and direction of the film. Bravo Sizmek!
Sam is an aspiring novelist with a passion for fantasy and crime thrillers. Currently working part time as a content writer, he hopes to one day drop that 'aspiring' prefix. Follow him @SamAtSMF
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Hunger Games Code Hunt Challenge
Reviewed by Unknown
on
Friday, February 20, 2015
Rating:
Reviewed by Unknown
on
Friday, February 20, 2015
Rating:
Unknown
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