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Hunger Games iPad ad units deliver 5pc click-through rate

Lionsgate tapped mobile marketing to build excitement with a younger audience before and after the recent release its new film "The Hunger Games," resulting in record-breaking mobile ticket sales. 

Lionsgate worked with Hipcricket to design and implement its mobile strategy with the goal of attracting, engaging and re-targeting mobile audiences. The effort included video ad units that produced a 5 percent click-through rate for the iPad and a 1.5 percent click-through rate for smartphones.

?Lionsgate sought to reach the younger demographic that goes anywhere and everywhere with mobile devices,? said Doug Stovall, senior vice president of sales and client services at Hipcricket, Kirkland, WA. ?The comprehensive campaign succeeded because Lionsgate was able to reach consumers at the right place and time ? when they were considering purchasing tickets for the film.

?Mobile was a key component in that the core demographic for this film are among the largest users of this technology," he said.

Cross-platform integration
The mobile strategy was designed to facilitate a two-way communication with Lionsgate?s key demographic. The effort included a VIP SMS text messaging club, mobile advertising, MMS and mobile Web.

From a technical perspective, the movie studio wanted to be able to provide users the same experience whether they were visiting a desktop Web site or mobile site. It also wanted to be able to offer the same engagement to all mobile users whether they were using a smartphone or a feature phone.

Another goal was to re-target mobile users after the release to encourage ticket purchases.

To help Lionsgate accomplish these goals, Hipcricket worked with Ignition Interactive to create a Facebook-connected site for smartphones. Mobile ads were tightly integrated with the film?s online and social media presence and the creative was tailored for smartphones, tablets and text-only phones.

The ads were placed in online gaming and sports properties such as Gamespot and Words With Friends. The focus of the ads was to encourage engagement with the mobile site.

When users clicked on one of the ads, they were taken to the mobile site where they could engage with the film in a number of ways, including purchasing tickets via Fandango. Users could also find nearby theaters and show times using the site?s location-based services.

Additionally, site visitors could view video trailers that are embedded directly in the site and connect to the film?s What?s My District application on Facebook to create their own District Identification Pass.

The campaign also included an SMS component via a VIP club for The Hunger Games fans. Online ads encouraged fans to text THG to 48141 to be assigned their District Identification Pass and to be directed to the film?s Web site.

In the mix
The results point to the effectiveness of having a well-rounded mobile campaign strategy, with The Hunger Game breaking previous opening weekend records for ticket sales made with mobile devices. The excitement driven via mobile also helped The Hunger Games bring in the third largest opening weekend gross of all time at $150 million.

Overall, the media campaign click-through rate was 1.4 percent.

?With consumers on the go, it is a necessity to create programs that reach them wirelessly,? Mr. Stovall said. ?Mobile subscribers expect excellent experiences that are relevant and entertaining.

?The box office numbers prove that mobile belongs in the integrated marketing mix,? he said.