Sizmek has created a social media code-breaking scheme to allow fans to unlock deleted scenes and additional footage from the Hunger Games: Mockingjay - Part 1, in a bid to ignite a frenzied buzz ahead of the films' DVD and BluRay release.
Sizmek has created a social media code-breaking scheme to allow fans to unlock deleted scenes and additional footage from the Hunger Games: Mockingjay – Part 1, in a bid to ignite a frenzied buzz ahead of the films’ DVD and BluRay release.
The innovative idea will launch on Facebook, where users will receive a muddled message which will require translation upon clicking the link from the “Capitol of Panem”.
Facebook users will also be urged to “Join the Rebellion” by visiting partnering sites (IGN, Break and Celebuzz) to gather other code-breaking clues to unlock content.
AJ Vernet, vice president of social at Sizmek, said: “In this first to market campaign, Sizmek helped Lionsgate drive fans along a journey that included Facebook to multiple publishers and Twitter where fans can participate in a collective experience. We aggregated hashtags across platforms in real time to effect a creative execution and ultimately unlock exclusive content.”
The campaign hopes to replicate the sense of rebellion that threads the film franchise together.
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