To generate buzz in the run up to the release of the Hunger Games: Mockingjay - Part 1 on DVD and BluRay, Sizmek has created a social media code breaking experience that will enable fans to unlock deleted scenes and additional content from the movie.
The open ad management company will launch the campaign as a sponsored post on Facebook. Upon clicking the link from the 'Capitol of Panem', users will receive a garbled message which will require translation.
As part of the initiative, users will be urged to ‘Join the Rebellion’ by visiting partner sites, including IGN, Break and Celebuzz, to gather code-breaking clues, completing challenges to unlock the content.
AJ Vernet, vice president of social at Sizmek, said: “In this first to market campaign, Sizmek helped Lionsgate drive fans along a journey that included Facebook to multiple publishers and Twitter where fans can participate in a collective experience. We aggregated hashtags across platforms in real time to effect a creative execution and ultimately unlock exclusive content.”
Anne Parducci, executive vice president of marketing at Lionsgate, added: “Partnering with Sizmek enabled us to provide fans with an extremely innovative way to interact by unlocking an exclusive deleted scene from The Hunger Games: Mockingjay – Part 1 home entertainment release across digital channels and screens.”
The campaign, which will include secret messages and hidden codes, will create a user-generated rebellion, mimicking the film’s narrative.