In this case study we learn how Lionsgate attracted fans to a movie sequel by pushing the boundaries ...

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In this case study we learn how Lionsgate attracted fans to a movie sequel by pushing the boundaries of traditional advertising and using a digital brand storytelling approach, promoted across a variety of social media channels. As you read this article you will learn how Lionsgate, distributors of The HungerGames: Catching Fire:  Designed and executed a digital brand storytelling campaign Optimized the trade-offs between narrow and broad audience targeting in marketing Developed a unique transmedia storytelling campaign  Diverged from traditional media In this assignment please answer the following questions, based upon the reading: 1. 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? 2. Discuss why Lionsgate focused on engaging existing fans rather than  attracting new customers to the movie. Do you agree with the decision not to focus on other segments like older customers or male customers? What could have been done better? As you read this case study mote the focus on transmedia storytelling tactics- this unique aspect of storytelling and how the techniques differ from a phased traditional approach to a marketing campaign. Look for what was innovative, what worked and what did not.