Unite. Unite to take down the Capitol. Unite to show your support for Katniss. Lionsgate has launched a very ambitious global marketing campaign titled “#Unite” that is based on the three-finger salute from The Hunger Games. The grand finale, Mockingjay – Part 2, is only a few months away at this point and the studio is making sure to go all out with this conclusion. Years ago when the first Hunger Games movie was coming out, I suggested to a marketing exec the idea of focusing on the iconic salute (used in a few powerful scenes so far) as a way to rally fans behind Katniss in real life. It’s awesome to finally see them taking on this idea and turning it into a global hype machine, and it’s definitely going to work. This is going to be very big. ›››
Continue reading #Unite – Salute Marketing for ‘The Hunger Games’ Launches Globally
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