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The Hunger Games shows the value of continued community growth to strengthen franchise performance
Analysis of The Hunger Games’ social strategy demonstrates the importance of ensuring engagement remains high after the title has launched, to further consolidate and grow the fanbase well ahead of a sequel's release.
On November 20, the new logo for The Hunger Games sequel ‘Catching Fire’ was released on the movie’s official Facebook page. Consumers were encouraged to like and share the logo on Facebook and on Twitter, using the hashtag #TheSpark. As of November 22, the post has garnered more than 20,000 likes and has been shared more than 9,000 times.
Lionsgate have continued to post regularly on The Hunger Games page even though the movie has long since launched, averaging 17 posts a month from January to October. This has ensured rapid community growth since the movie's launch, with the page garnering almost 5m new likes since March. This in-turn provides a much larger social platform to ensure the Catching Fire logo received maximum exposure through social media. This demonstrates the value of franchise movies continuing to engage fans, even after their launch.
Regular posts encourage the rapid growth of Hunger Games’ Facebook community:
- The page’s CM continues to post consistently after the movie’s March launch: This regular content helps to grow the movie’s Facebook community by almost 5m in the eight months after launch
- This continued growth provides a large community to expose to new content: The new Catching Fire logo is shared over 9,000 times on Facebook, spreading awareness while engaging the movie’s established fanbase