the hunger games newmedia strategy in korea

http://movie.naver.com/movie/bi/mi/mediaView.nhn?code=94170&mid=22047

Team Mocking JayNew media Advertising

ANALYSISSITUATION

ANALYSIS.TARGET

Key Concept Solution

INDEX

SITUATION ANALYSIS

New media Advertising

Category

Target Group

Action, Fantasy, Thriller

PG15, around age group of 15-20’s

3D Movie

America bestseller book based

Product

Characteristics

Released on 21st, November in KoreaPremiere

ANALYSISSITUATION

ANALYSISTARGET

Key Concept SolutionPRODUCT


Failure of the First movie of Hunger games in Korea

Usually,

Hollywood movies stand strong in Korea’s film market…


HOWEVER,

Cause : Lack of Marketing

ANALYSISSITUATION

ANALYSISTARGET

Key Concept SolutionMARKET


Thor – Dark World Cloudy with a Chance of Meatballs 2

Action, Fantasy

Animation, Fantasy, Comedy

Universal

Universal

ANALYSISSITUATION

ANALYSISTARGET

Key Concept SolutionCOMPETITOR


Active Celebrity Marketing

ANALYSISSITUATION

ANALYSISTARGET


Thor – Dark World

Online Platform

Official website

Facebook(marvel Korea)


Tom Hiddleston came to Korea to

promote the movie

ANALYSISSITUATION

ANALYSISTARGET


Cloudy with a Chance of Meatballs 2


Active Interactive Marketing

Food monster visit elementary school &

Food character making contest [Yomi Yomi Contest]Jung jun-ha, a famous comedian is a PR ambassador

He interview video to celebrate special day

Public relation [ PR Ambassador]

Facebook Fanpage

Public relation

Banner Advertising

Official website

How to they advertise?

ANALYSISSITUATION

ANALYSISTARGET



Official website (American fans only)

ANALYSISSITUATION

ANALYSISTARGET


1

Fans can involve in various

competitions and win prizes


Official website (American fans only)

Fans can involve in various

competitions and win prizes

ANALYSISSITUATION

ANALYSISTARGET


1

To attract fans participation and to earn word of

mouth through fans’ sharing.


ANALYSISSITUATION

ANALYSISTARGET


The Hunger Games Webtoon3

Popular web-toon

cartoonist

Kim jae han


ANALYSISSITUATION

ANALYSISTARGET


The Hunger Games Webtoon3

Popular web-toon

cartoonist

Kim jae han

The Hunger Games cartoon was designed to

give overall context of the movie for the

effort to gain more interests of fans.


ANALYSISSITUATION

ANALYSISTARGET


Public Relation4

Idol marketing:

4miniute ambassador

Banner advertising5

Spot video clip


Facebook Fanpage

Public relation

Banner Advertising

Official website


ANALYSISSITUATION

ANALYSISTARGET



Facebook Fanpage

Public relation

Banner Advertising

Official website


ANALYSISSITUATION

ANALYSISTARGET


Only Focusing Awareness!!


ANALYSISSITUATION

ANALYSISTARGET


S W

O T

IMAX and 4D version.Current marketing strategies are

only for increasing awareness of

the movie.

Jennifer Lawrence is getting popularCompetitors’ aggressive marketing

A lot of attractive features that

can be used for marketing.

Hollywood Blockbuster is loved in

Korea’s film market.


Young Adults

15~20s

FUN ACTIVE

ANALYSISSITUATION

ANALYSISTARGET



Key Concept

various interactive media

; make everyone feel to be a part of the movie

SNS Connection

ANALYSISSITUATION

ANALYSISTARGET



THE SOLUTION:Digital Touch point Design

Awareness Preference Sustainability

New media strategy

ANALYSISSITUATION

ANALYSISTARGET



Hunger games Mobile Badge

competition

Touch point: Hunger games official mobile application

the app enables one to accumulate badges that she or he can earn taking QR code.


Mobile Badge Competition

Touch point

Mobile media

Hunger games Heater

Magic mirror

Official poster Mobile games

Movie ticket


Hunger games digital heater sign

For people who suffer from the waiting time because

of the crazy cold weather.

Put a digital sign which is mockingjay with fire on the

bottom of the standing heater.

Touch point: OOH advertising for waiting shelter


http://dbszabo1.deviantart.com/art/fire-burst-png-304281960


When people download the application,

TURN on heat App!!!


They can turn on theHeater of bus stop by their apps based on LBS.

TURN on heat App!!!

http://dbszabo1.deviantart.com/art/fire-burst-png-304281960

Integrated Touch Point MarketingTouch point: Interactive games promotion

Players use three beam projectors to provide full experience of one being inside the games not just with small monitor.

Players use technology that Wii currently has to play the games with actual arrow gadget.

Wii arrow gadget

http://busygamernews.com/blog/


At the Facebook,participants’ rankings will be posted on their walls with glimpse of promotional message of

Hunger games.

Integrated Touch Point Marketing



Hunger games costume designer ‘Judianna Makovsky’

Project Runway Korea

Design hunger games clothing + Magic Mirror Project

collaborating with the show, Project Runway Korea.

Touch point: OOH → ‘Magic Mirror’, a media pole which has a camera


The winner’s clothing will be displayed at movie theaters through [magic mirror], which uses augmented reality.

People can take their picture through this platform and easily share the experience on

their SNS channels.


Interactive Shooting games for Hunger games

Touch point: Collaboration with Lotte World amusement park.

interactive games called 4D shooting games

one uses a gun to shoot any enemies, or obstacles directly pointing at the screen to earn score, and these scores are later accumulated to decide the winner among the participants.

4D


Select interviewee between the hunger games members in the app!

Touch Point: Integration of Voice activity detection (VAD) technology and mobile application.

Voice Overlapping: #1INTERVIEW with the Hunger games participants


Do you have question?

Please ask me, I will answer you.

Character will answer you whatever you want to ask!!!

VAD (Voice Activity Detection) technology




THE BEST INTERVIEWER IN PANEMJuh******

Completed interview video is available for sharing on SNS, and [The Best interviewer of Panem] will be announced.


Voice Overlapping:#2 Make a Digital Movie trailer on my own

People can make their personal video by recording their voice! The recorded voice will be automatically overlapped in the trailer.

VAD (Voice Activity Detection) technology


Voice Overlapping:#2 Make a Digital Movie trailer on my own

recorded voice will be gathered and can be used for official trailer or spot video that can be promoted through on Facebook or other social networks.

recorded voice can be used for official trailer that can be promoted

through on Facebook!


CONCLUSION

Mobile Badge Competition

Mobile media

unified platform through mobile application

one eventually gets congruent message because the platform of our campaign is consolidated.

Current marketing:Only focusing on awareness stage (idol, online banner, etc)

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