The Hunger Games franchise holds a profound and enduring significance for fans that extends beyond traditional entertainment, which meant that the launch of Lionsgate’s latest movie in the iconic series, The Hunger Games: The Ballad of Songbirds & Snakes, needed to be BIG, driving not only ticket sales but recognition of its official song “Can’t Catch Me Now,” by Olivia Rodrigo.
With a ten-day campaign lead time, time was of the essence! DIVE Billboards harnessed the power of TikTok's new Out of Phone technology to seamlessly integrate TikTok creator-led content with a live experiential activation, blurring the lines between the physical and digital world on the Times Square stage. Lionsgate secured a 80+ person choir to perform "The Hanging Tree" - a memorable and shareable moment for fans.
The simultaneous live stream on Lionsgate’s TikTok generated real-time engagement and fueled conversations and discussions across social channels. While the film’s cast, including Rachel Zegler, Tom Blyth, and Josh Andrés Rivera attended the event in-person, influencers such as AJ France (@thehungergamescollector), Kelsey Burke (@hungergameske), Grant Gibbs & Ronnie Lauth (@jabberjaysnet), and Samantha Weissman (@lolsomeonefinally) played a crucial role in amplifying the campaign's reach. Live posts provided an authentic and immediate connection with followers, extending the impact of the event far beyond Times Square.
In a fan-first approach a custom TikTok Branded Effect allowed fans to put themselves virtually into character posters, personalizing what it would be like if they were cast in The Hunger Games. Those who posted utilizing the Branded Effect had the chance to be #billboardfamous. The entire event, including Rodrigo’s virtual appearance, was live streamed across the Lionsgate, The Hunger Games, and IMAX TikTok handles and broadcast on the iconic TSX Entertainment billboard with full audio.
The recap video on YouTube achieved an impressive 6.7 million views, meaning DIVE’s campaign video has doubled as a marketing asset for Lionsgate. With 522 entries for the branded effect and a reach of approximately 30 million through the branded mission, the campaign not only engaged audiences but transformed them into active participants.
