MKT310 – Consumer Behavior and Marketing Strategy

In this assignment, you will analyze the “The Hunger Games: Catching Fire, Using Digital and Social Media for Brand Storytelling” case. In analyzing and writing up this case, you need to answer the following 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? 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? What elements of the Catching Fire campaign would you reuse to promote the next movie, The Hunger Games: Mockingjay Part 1? What elements would you change? 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?
Please remember that your write-up should be one page (at least 11 point font, single spaced, and 1 inch margins, with the exception of figures, tables or attachments, if any). Focus on the main points that you want to make.

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