The Hunger Games Catching Fire Case Analysis

   

Added on  2021-04-24

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Running head: HUNGER GAMES: CATCHING FIRE CASE STUDYHUNGER GAMES: CATCHING FIRE CASE STUDYName of the UniversityName of the StudentAuthor Note
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1HUNGER GAMES: CATCHING FIRE CASE STUDYTable of ContentsIntroduction:....................................................................................................................................2Questions:........................................................................................................................................3Conclusion:....................................................................................................................................11References:....................................................................................................................................13
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2HUNGER GAMES: CATCHING FIRE CASE STUDYIntroduction: Digital marketing is one of the important marketing procedures for all the business thatare prevalent in the global marketplace. The film industry and entertainment businesses have alsoused the social media wisely to stir up a storm of curiosity around their new releases. Due to theflexible nature of social media and the growing importance of it in the modern world has turnedit into a dependable platform for business to promote themselves (Tuten and Solomon 2017).One of the reasons for this popularity is the global aspect of the digital media. No other form ofchannel, other than the Social media has this ability or potentiality to connect to such a hugepopulation for the promotion of a product (Armstrong et al. 2015). Obviously, it is quite naturalthat all the companies will be attracted to the features of social media and the reach it has.According to reports, it is estimated that the average age group for the social media users isbetween 20-25 years and the movie Hunger game is a popular franchise amongst that age group.Hence it was seen that the social media was filled with advertisements for the movie. Also, alarge number of fans will swallow this unique features of advertisement, and also the marketer ofthe movie played unique tactics to grab the viewer in the social media called transmediastorytelling. This case study based on the marketing history of the hunger games movie whichreflects the huge involvement of the social media and some unique steps which had been takenfor this purpose. Viewers also played a vital role because without fans it was not possible for themovie to be such a huge success. Promotion was started six months before release date and thereason was that the marketers wanted to develop the crowd and followers to get the success ofthe movie by using the social media in a transparent manner. In this assignment, marketingcampaign of the hunger games: catching fire will be described, and the innovation involved in itwill also be discussed. Durability, persistent nature of the campaigning will also be described for
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3HUNGER GAMES: CATCHING FIRE CASE STUDYunderstanding the nature of the campaign. Future aspect of this transmedia storytelling in non-entertaining products will also be elaborated to understand the future scope. Questions:Q1)How did the marketing campaign for Hunger Games: Catching Fire mark a departure froma traditional marketing campaign for a movie?a) The marketing campaign of the hunger game stepped into the social media marketingin a large manner by using the Facebook, YouTube, Tumblr and twitter. That does not mean thatthey were avoiding the traditional method of TV and newspaper but main difference remained inthe way the social media was used. They planned to get attention from the entire audience baseby providing various options in the promotional sector such as fashion, games, developing a blogand many more. The term viral marketing has been justified in this case as people sharing theirvideos, games, blogs and the massive response has been remarked by the marketer. Transmediastorytelling is the basic activity where they used to pique the audiences interest by revealing thestory in a unique manner rather than uploading whole movie trailer. This concept of theTransmedia storytelling was influenced by the mixing of the digital and social media channels allover the world (Voigts and Nicklas 2013). This decision helps the marketer to get separated fromthe traditional market because this attempt of using the social media directly connects theaudience with the movie by creating several interesting events, game, fashion, photography andmany more (Miles et al.2016). Although traditional marketing helps to increase the brandawareness, it remains unable to involve the audience directly (Kotler, Kartajaya and Setiawan2016). Social media opened the door of this barrier and involved the audience directly byfacilitating the event where people experienced the live interpretation of the hunger game movie
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