How "The Hunger Games" created buzz on a shoestring budget

04/2/2012 |

Hollywood studios typically pour serious money into their social media campaigns, sometimes paying more than a dollar per "like" to create expensive social games and tricked-out campaign pages. To promote "The Hunger Games," Lionsgate's PR team took a different approach, mining the original novel to create a cheap but deep trove of social content. "They activated the core fan base from day one, fired them up and let them carry the message to their friends, which in turn grew the fan base," a rival studio marketer says.

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