MEC LIVE Room Lionsgate: Mockingjay Part 1

Caileen Hogg, Account Executive, in the Digital Engagement Team shares how MEC’s LIVE Room helped Lionsgate achieve their biggest success on social media for a film premiere with The Hunger Games: Mockingjay Part 1.

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The worldwide phenomenon of The Hunger Games continues to set the world on fire with The Hunger Games: Mockingjay – Part 1. The UK premier took place in London’s Leicester Square on Monday 10th November and with the help of Think Jam, MEC utilised the LIVE Room. Our innovative data gathering room and response suite allowed us to track consumer interaction and sentiment and drive and amplify engagement amongst fans & influencers to bring the premier to life online and put thousands of fans across the country on their own virtual red carpet.

We tracked who as actively involved in the conversation, assessed their influence (based on their social footprint and relevancy) and engaged accordingly in real time. We created a series of memes, playfully integrating characters and actors from the film as well as a number of animated gifs using footage from the film. A retweet by Tom from ‘The Wanted’, generated an extra 1.6m UK impressions alone and top performing content saw over 1,000 likes, 836 retweets, 990 favourites and over 300,000 impressions, not surprisingly these featured the glamorous mockingjay herself, Jennifer Lawrence.

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Average engagement rate across all activity was 7.1% which sat well above the industry average for the entertainment vertical of 2.8%. These was also a surprisingly even split in interests across genders and 81% of the engagement came from iOS devices.

Keyword Targeting turned out to be the most effective method of reaching a relevant and engaged the audience, actively searching for content around the film. Our 121 keyword list allowed us to align targeted content direct to fans – such as the Q&A with Hunger Games Stars.

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Overall our key learning were that creating personalised content for influencers, drove high levels of engagement. Key Vloggers (or YouTubers) were the most effective, driving the highest engagement rates Twitter proved to be a more effective platform (versus Facebook), with the latter requiring up to 2 hours to upload posts – restricting our ability to be timely and reactive. A strong keyword list built prior to the event enabled us to effectively utilise keyword targeting. Pre-approving the templates and usage protocol for key content allowed us to be really agile when opportunities were identified. Tweets including imagery or vines generated the higher engagement rates.

It shows that reactive marketing can be kept simple. When there is an event with passion – all we need to do is amplify those passion points and keep the conversation a light.

May the odds be forever in your favour!

To check out the run of events from the day, take a look at our Live Room case study below: