Ad campaigns for movies have changed drastically in the internet age. It’s simply not enough anymore to debut a trailer in front of some other blockbuster or scatter posters across major market cities. Fans like to be treated to glimpses of their anticipated films before they come down the pipeline, smelling the course as it’s cooking in the kitchen. Usually this means behind-the-scenes videos or on-set interviews appearing on YouTube, but some studios like to be more clever than that. Through social media, studios can spread creative brand marketing like games, ebooks, and interactive websites to satiate existing fans and reach new ones.
The Hunger Games series has been using viral marketing from the start. The books come prepackaged with their own unique world inside, Panem, and the viral marketing campaign for the movies tries to give fans and new audiences the chance to step inside Panem before stepping foot in the theater.
Take the latest example from the marketing campaign for the upcoming Hunger Games: Mockingjay Part One. The film’s marketers have been releasing issues of Capital Couture on a website online, an interactive magazine that is one part life and style magazine, one part propaganda machine for the nefarious President Snow. Apparently, President Snow is trying to spread a “One Panem” initiative to stifle the upcoming rebellion that brewing inside of the country.
The current issue of Capital Couture features Hunger Games victors Johanna Mason (Jena Malone) and Peeta Mellark (Josh Hutcherson) as they “stand proudly before Panem.” The ad campaign for the film is pretty clever. We have the spreads from Johanna and Peeta’s appearance in Capital Couture below, and you can click the above link to spend more time looking at this startlingly authentic fashion magazine.