Analysing the Hunger Games Case Study
Read the case study Hunger Games: Catching Fire, which is provided on Moodle. Analyse the case study and answer ALL the following questions:
QUESTIONS
- How did the marketing campaign for Hunger Games: Catching Fire mark a departure from a traditional marketing campaign for a movie? What was innovative about the marketing approach adopted by Lionsgate? (25%)
- A good transmedia storytelling campaign should be persistent, pervasive, participatory, and personalised. Critically evaluate the campaign based on these elements (25%)
- Using any appropriate framework of analysis, critically discuss why Lionsgate focused on engaging existing fans rather than attracting new customers to the movie. Do you agree with the decision to not focus on other segments like older customers or male customers? (25%)
- To what extent can the transmedia storytelling approach be used for marketing non-entertainment products? What contextual factors would determine the applicability and effectiveness of this approach? (25%)
What are you looking for as you read the case study?
- Have you been given any specific questions to answer or topics to examine?
- How is the case study connected with the rest of your module?
- Can you link it with any other concepts or theories that you have read about these issues?
- Marketing in the organization
- Marketing planning: an overview of marketing
- Marketing environment
- Understanding consumer behavior
- Marketing Research
- Market segmentation and positioning
- Building strong brands: developing a brand strategy
- Designing marketing programs to build brand equity
- Designing and integrating marketing communications
- E-marketing: e-models, e-mix, e-customers, e-tools and e-business
- Relationship marketing: building relationships with multiple stakeholders
- Relationships and technology: digital marketing and social media
- Creating market offerings for global markets
- Mastering future marketing challenges: society, technology, and ethics
