He broke up the article by social media platform: Facebook, Google Plus, YouTube, Tumblr and Twitter with a note about the film’s success on Pinterest without an official account on the site.
I agree with Bryden that some of the strategies are “nothing short of brilliant.” Especially interesting is the use of the novel’s characters and situations to create more fan involvement
(Full disclosure: I have not read any of “The Hunger Games” trilogy. Ever since I read Stephen Walton’s 1967 dystopian novel “No Transfer” I can’t read novels about teens having to kill each other. I have, though, seen the movie trailer in the theater and know the story.)
What is perhaps the most important point of the article, in my opinion, is that different strategies are used on the different sites. Part of these differences is the way that the actual sites function. But other differences can be attributed to Lionsgate’s understanding that different sites have different kinds of active participants.
Now the truth is that there is no way of knowing whether all this social media activity encouraged film attendance by people who were not already excited to see the film. On the other hand, we can be reasonably certain that this social media activity ensured that fans knew when the film was opening – and made plans to see the film on opening weekend.
What is the takeaway for artists from Bryden’s article?
Artists of any kind need to “fit” their social media interaction to a site’s functionality as well as the target audiences of the artist’s work.
And artists, by definition, have an advantage in using social media effectively: artists are creative.
Therefore, as long as you are not infringing on someone else’s copyright, you can create different expressions of your work for these social media platforms.
For example, a visual artist could create a memory game of matching his/her paintings. The game could be available through a Faebook Page app, and then tweets could be used to encourage people on Twitter to come over to Facebook and play the game.
Or, for a music composer, a series of YouTube videos could demonstrate the steps to scoring a film, and again Twitter could be utilized to encourage people to watch the short videos.
In conclusion, whatever your opinion of “The Hunger Games,” read Bryden’s article now to get ideas for promoting your own work.
Phyllis Zimbler Miller (@ZimblerMiller on Twitter and @ZimblerMiller on Pinterest) has an M.B.A. from The Wharton School and is the co-founder of the WBENC certified online marketing company www.MillerMosaicLLC.com She is also the author of fiction and nonfiction books/ebooks that can be found at www.PhyllisZimblerMiller.com