Tag Archives: blogging

How The Hunger Games is tapping social for teens

25th January 2012

1. I am mildly obsessed with the Hunger Games these days, having finished all three books in a two-week timeframe.

2. I geek out far further than I ever should admit over the ever changing mold of what communication means to different demographics.

OK, so those may not be the juiciest of secrets and I may be a total nerd for sharing both, but I love it even more when the things I’m in love with collide perfectly.

The Hunger Games, the first book of a wildly popular teen book series will make its film debut this March and, to no surprise, there is no shortage of promotion taking place. However, outside of your typical TV spots, product promos and sneak peak YouTube trailers, the team behind this blockbuster is building connections with their target teen audience through personal, whimsical content.

This week the film added Tumblr to its growing list of social and digital outreach, which already includes Facebook, Twitter and an interactive site to name a few.

By offering up content on Tumblr through a pseudo magazine, fans are taken directly into the world of the Capitol, the reigning government of the country of Panem, by sharing the fashions and culture of the society. I could go on about the wonderful behind the scenes clips and “articles” profiling the story’s main characters, but the true spark within this presence is the pure match that has been made to the film’s most valuable demographic.

According to Qantcast, nearly 50% of Tumblr’s visitors are under the age of 24 within the US. We also know the teen demographic does not view advertising the same way as their parents or grandparents once did. They want to make a connection, support things they believe in and share genuine content.

The Hunger Games is using Tumblr to do just that. Yes, they could share bland by comparison examples of products supporting the Hunger Games logo or a quick clip from the movie. Yes, it would still be shared 1000’s of times. However, by displaying a product as if it were a real ad in a real Panem government magazine or sharing a gif as if the paparazzi has spotted characters in real time, the content now embodies everything this generation seeks in the brands followed. The advertisements, brands and content featured within the posts to come will also bring a new air of whimsy, passion and sharability to the same content, which in a different voice may have been lost to this audience.

As we as marketers look to realign how we think of brand personality, consumption and real life translation, we must consider how this shift in the consumer mindset will not deter us from connecting messages for brands, but to think of new ways to create a build relationships with those consumers who desire them most.

Social superlatives: Where do networks belong?

29th September 2010

Recently my boss, Jeff Hilimire, wrote a blog post about the idea of transferring his blog over to Tumblr and the idea sparked a lot of healthy debate among the DIG group.

The ideas presenting really got me wondering, with the social media overload we are all facing (especially when it’s your job as well as your day-to-day life) what purpose does each social network serve?

I’ve set a few boundaries for myself and my many networks. Here’s a sample of some of my favorites:

Facebook: Most Popular – Everyone you know is on Facebook, from your best friend in preschool , your college roommate and even your parents. For me, this is my “personal” site. Photo tagging, event updates, brand relationships, and people I only know and care about are here.

Twitter: Most Outgoing – Twitter has become my personal RSS feed. Why subscribe to a billion blogs when I can follow them, get updates and read at my own will. I try to keep sharing to a professional and news worthy level, but spur of the moment “what are you doing?” updates fly.

Linked-In: The CEO – Linked-In was my go to source fro job hunting. A message here to a colleague of mine actually led to my new job at Engauge. Staying on top of connections, who’s viewed your profile, or who you may know are all key to keep networking ongoing after that tweet-up.

WordPress: The Brains – Well, you’re here, and hopefully you can see for me this platform helps me think outside of 140 characters and discuss new emerging media topics.

Blogger: Gossip Girl – I used blogger for my 365 day photo project and found it great for informal blogging, for those who take blogging more seriously, I feel WordPress has bundles of extra tools.

Foursquare: Jetsetter – This one can get spammy and creepy quickly if you’re not careful, but it can also lead to some great deals and tips. I always check out tips led by other users when trying out a new restaurant, only sharing via Twitter if I feel it adds to the conversation.

Tumblr:  Class Clown – I’ve tried this one a few times, but since finishing my 365 photo blog, I’ve been looking for a new way to blog casually and this one seems to be a great answer. I really enjoy the re-blogging feature and sharing the content of those around you.

So, of the many choices out there, what are your favorite social networks and what purpose does each serve for you?