I got into advertising at a weird inflection point for the industry; practically overnight, social had gone from being a line-item in budgets into being the leader of the pack, but the grown-ups were still kind of grappling with how profoundly unconventional social could be. Consequently, there was a whole lot of “No no, trust me, it’ll work.”
The campaign for the Hunger Games exemplified this from the start. A lot of the stuff we tried is industry-standard today - hashtags on trailers, in-world content experiences, even finding creative uses for things like Twitter locations (we used it to hide the campaign hub site) - but at the time, it was definitely an unorthodox approach to promoting a movie.
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