Overview
The Hunger Games film series began in 2012 with the launch of the first movie in the franchise. In 2013, Lionsgate released the second film, The Hunger Games: Catching Fire, and set the record for the biggest opening weekend for any movie ever released in November. Lionsgate Entertainment and Ignition Creative achieved this major accomplishment by collaborating to create a new type of marketing campaign that relied on storytelling in a digital world and blurred the lines between reality and fiction.
The marketing campaign leveraged few traditional channels; instead, it adopted a digital storytelling approach that used a variety of technical tools such as video, moving images, music, and sound to create a cohesive, interwoven story and engage potential viewers. As you might imagine, effective project management is critical to the successful planning and execution of such a complex campaign. As you read the case study, consider the multiple layers of projects that may have been contained within the overarching marketing campaign as well as the different and varied resources the project team would have tapped for the different deliverables.
Prompt
Read the Harvard Business Review case study The Hunger Games: Catching Fire: Using Digital and Social Media for Brand Storytelling and then respond to the following:
Select two digital or social media channels that were used in the film’s advertising campaign and provide a brief summary of how each channel was used.
Based on the information provided in the case study, analyze how effectively the selected digital or social media channels reached the target audience.
If one or both of your choices did not work well, explain why you believe that was the case and describe how they could have been used differently to spread the campaign’s message.
Describe the resources that may have been used to create the deliverables for one of the digital or social media channels you selected. Be sure to identify both human and material resources in your response.
Establish a timeline for how one of the deliverables from either of your chosen digital or social media channels might have been developed. Make sure to outline the milestones, tasks, and subtasks that may have been needed to complete this deliverable.
You do not need to provide specific dates for your timeline; your focus should be on identifying the structure, milestones, and tasks required to complete the deliverable on time. You may choose to create a visual graphic for your timeline, or you may simply include a text-only timeline within your analysis.
