As the appetite for all things Hunger Games seems insatiable, with its record-breaking $155m weekend opening and Fandango pre-sales for more than 1,200 showings, one key player that deserves credit for making the pre-release marketing a hit on social media is a relative newcomer: thismoment.
Simply put, “Lionsgate social media marketing is centered around thismoment’s social infrastructure,” writes Forbes. Entrepreneur-centric Inc. also acknowledged the thismoment-powered social media savvy of The Hunger Games pre-launch marketing. Their secret sauce?
Launched in 2010, thismoment's flagship product is its Distributed Engagement Channel (DEC), an interactive experience that lives simultaneously across multiple social networks and mobile devices, managed through one content management system.
A pioneer in Social Content Management Software, DEC is used by more than 100 Fortune 500 brands including eight of top 10 US automakers, six of top six major movie studios and four of top five high tech companies. More than 100 million media views have been served on the DEC platform and 20 Super Bowl XLVI advertisers pointed to pages powered by it.
“For Hunger Games this wasn’t a viral lucky strike — it wasn’t a fluke," thismoment CEO Vince Broady told Forbes. "They started their social program way back in summer 2011. Lionsgate adopted an ongoing continuous process for improvement based upon user data from their social channels. This is part of a trend where smart marketers are adopting a new approach, one that leverages dynamic customer input instead of the old style of phased, programmatic marketing campaigns."
Lionsgate and thismoment leveraged their early social promotions on YouTube (which invited user-submitted videos), Facebook (which promoted a social game called "The Hunger Games Adventures"), Twitter, MTV and other platforms by titillating the inherent passion, susceptibility and social DNA of the youthful audience to have them become the marketers.
“In the past just getting a social media campaign up and running took all the resources and creative was limited. Now it’s not a problem to execute the mechanics of a social campaign so the creative is becoming a much more critical factor,” adds Broady.
If thismoment's DEC holds the promise of penetrating the fragmented media landscape to "engage everyone, everywhere, easily," The Hunger Games is the proof in the pudding — and it's thismoment's moment to celebrate.
Below, The Hunger Games star Liam Hemsworth thanks fans in a video promoted on YouTube, Facebook and Twitter: