Bier_Hunger Games Fandom Project

ABasicOutline

Background & History

ViralMarketingCampaign

Lionsgate used a viral marketing campaign to target its audience

*Dependent upon active acebook & witter users

ViralMarketingCampaign

FACEBOOK

• First Cast Display

• "Fan Fridays"

• Discussion Board

ViralMarketingCampaign

THECAPITOL.PN

• Identification Cards

• Fans register for a district

• 800,000+ fans registered

• Twitter Competition:"Mayor" of the district

ViralMarketingCampaign

TWITTER: @TheCapitolPN

• #HungerGames100

• #HeadToTheSquare

• #WhatsMyDistrict

ViralMarketingCampaign

TRAILER RELEASE• 8 million views

• 24 hours

6.5 million followers

• Facebook• Twitter• YouTube• Tumblr

IntendedFanBase

Who is the intended audience?Young adults: specifically ages 11-18Why?A connection with the tributesAre men or women bigger fans?Women

Demographics

2014

Demographics

20122014

Demographics

2014

Language&Jargon

Most of the language originated from Collins' novels

Language&Jargon

ArenaBloodbath

CapitolCareer

CornucopiaDistrict

GamemakersHunger Games

Tribute

Outdoor environment rigged by Panem's high-

tech TV containing cameras, traps, and

challenges

Initial fight at the onset of the Hunger Games before the race to the

cornucopia

The protected city where the ruling classes of Panem

liveA tribute who has trained his or her entire life for the Hunger Games

The place inside the arena with supplies such as

water12 districts in Panem,

unique by their industrial life: Katniss is from the

poorest district

The producers of the Hunger GamesA punishment for the dark days,

when the districts rose and destroyed district 3, must submit

two tributes per district, to compete for a life of luxury

(supplies and food)

Resident of the district chosen to compete

Language&Jargon

How is it used in the community?

FanCreatedMedia

Facebook

Twitter

Tumblr

TheCommunityInteractions

Online PhysicalS p a c eTop Two Portals:

TheCaptiol.PN

Mockingjay.net______

Social Media Sites

Movie Theatres

*Midnight Premieres

Miscellaneous events• Mall Tours

• Times Square

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_suzanne_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