In the run up to The Hunger Games: The Ballad of Songbirds and Snakes, Lionsgate briefed Prelude to create an innovative campaign that would disrupt TikTok and introduce a new generation of fans to the franchise.
Working 3 months out from release with limited materials at our disposal, we produced a TikTok character campaign that was designed to feel completely authentic to the platform.
In order to achieve this, we introduced all six characters with an interactive 'player select' function that simulated the Capitol TV 'broadcast screens'. Once selected, we transitioned through to a 10-15 second spot that explored the characters and their roles within the movie.
To optimise further, we customised TikTok's native video elements (voice generator, text boxes) to ensure the creative felt tailored to the platform and spoke authentically to the audience - while keeping the production levels high and inline with the rest of the campaign.
Ultimately, we decided that telling the story and introducing the star-studded cast in an original manner, fitting for the platform, was essential to the audience. So, we developed creative that considered the demographic, their habits, general interests and how they behave online.
Our creatives were rewarded with the best performing assets in the UK & IRE paid media campaign and featured in TikTok’s top performing ads of November, with a top 1% click through rating.
A huge win for Prelude and an exciting major campaign with Lionsgate!
