Picture this: it’s March 22, 2012. You’re waiting outside the movie theater with your friends, anxiously anticipating the midnight premiere of The Hunger Games. You’re surrounded by other fans, some with their hair braided to the side in a nod to the film’s hero or holding a copy of the novel the film is based upon.
Now, more than 11 years later, fans are feeling that same anticipation with the release of The Hunger Games: The Ballad of Songbirds & Snakes. While the new film offers a different take on the beloved franchise, many of the social media and marketing tactics used to promote it echo the same strategies that helped the original Hunger Games film spark the interest of audiences.
Even if your brand isn’t one with a Capitol-sized budget, the marketing campaign for this film is sure to ignite some inspiration for your future social media campaigns.
Trailers and Special Releases
Set 64 years before the original film, The Hunger Games: The Ballad of Songbirds & Snakes tells the story of a young Coriolanus Snow (Tom Blyth) who is assigned to mentor Lucy Gray Baird (Rachel Zegler), a tribute from District 12 in the 10th annual Hunger Games. The story follows Coriolanus’ struggle with good and evil while he attempts to save himself, his family, and his reputation during the dangerous games.
The Original Hunger Games Film
When promoting the original Hunger Games film, Lionsgate kicked off the campaign by releasing an official theatrical trailer. Having been released over a decade ago, the trailer has a different mood and storytelling approach compared to trailers for more recent productions.
This trailer emphasizes more distinctive plot points, such as Katniss volunteering for her sister Prim, Peeta being selected as a tribute, and the beginning of the games. The audience feels more attached to the characters versus being intrigued by other elements of the film, such as color grading and cinematography.
The Ballad of Songbirds & Snakes
The first trailer for The Ballad of Songbirds & Snakes dropped almost seven months before the film’s release and immediately sparked a renewed interest in the franchise, as the film’s trailers have garnered more than 18 million views in just a few months. In contrast to the original film, the trailers for this latest installment focus more on cinematography, set design, and production value, leaving fans curious to learn more about the story.
Along with the trailers, there was also a special theatrical re-release of the original The Hunger Games that included a special look at The Ballad of Songbirds & Snakes — a strategic tactic that helped to get older audiences excited about the release of the new film by tapping into the power of nostalgia.
Social Media
The contrast between the two trailers also echoes some of the stark differences between the social media strategies used to promote each film. While the campaigns have a similar look and feel, new platforms (such as TikTok) and new types of content (such as Instagram Reels) that did not exist when the first film released have helped to bring the franchise’s world of Panem to life in new ways for The Ballad of Songbirds & Snakes.
The Original Hunger Games Film
The marketing campaign for The Hunger Games began in 2011, which meant it relied on the most popular platforms of the time: Facebook, Twitter, and Tumblr.
On Facebook, the strategy was to promote the film by posting about press tours, red carpet events, meet and greets, and more, so fans could see the main cast (Jennifer Lawrence, Josh Hutcherson, and Liam Hemsworth) out in public and engaging with fans.
One of the more unique facets of the campaign was the creation of a One Panem account, which gamified the campaign by allowing users to become mayors of the districts the film is set in and recruiting their friends and family members to join in.
Overall, the social media campaign for the first film was personable and interactive, building a very strong community from the start.
The Ballad of Songbirds & Snakes
The social media strategy for the new film has tapped heavily into the rise of user-generated content (which was still very much in its infancy in 2012) to spotlight fan art, video edits, story theories, and more. Fan-centric accounts, such as PanemPropaganda.com on X (formerly known as Twitter) have tens of thousands of followers.
On Instagram, the social media strategy leans heavily into Reels, once again emphasizing the stunning cinematography of the movie and targeting the demographic of fans who grew up with the franchise.
Understanding your target audience and which platforms and content they are likely to engage with is the first step to a successful social media campaign, and The Ballad of Songbirds & Snakes has done a great job of staying on trend while creating content for both the original fanbase and newer audiences.
Ultimately, the marketing strategy for The Hunger Games franchise has been one of the most memorable film campaigns in recent years — and offers a great case study of how to bring new life to an established brand. Keep these lessons in mind as you create your next social media campaign, and the odds will most definitely be in your favor.
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