Paid, Owned, and Earned Marketing Campaigns for Hunger Games – Catching Fire

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1 How did the marketing campaign for Hunger Games – Catching Fire depart from a traditional marketing campaign for a movie? What was innovative about the approach adopted by Lionsgate?
Lionsgate developed an extreme strategy to implement its social media campaign to promote the Hunger Games-Catching Fire. The traditional marketing campaign included creating brand awareness using established media such as Tv, Magazines, and billboards, among others. The producers of The Hunger Games: Catching Fire realized the capability of brand storytelling and took the initiative of using social media channels. Transmedia storytelling is a method that uses the story to tell across various social media networks and seeks to capture the vital fan's involvement and end users in the story's expansion. This approach adopted is innovative as it focuses on the ease of spreading of the message through viral marketing in social media channels. Lionsgate depicted a futuristic fashion known as Capitol Couture. When a fan is curious to learn, they will google Capitol Couture which would lead them to the Tumblr site, then to Capitol's links on Youtube, Facebook, Instagram, and Twitter. These fans participate in marketing through network engagements, thus expanding the narrative and fan experience.
2 What was the use of Paid, Owned, and Earned? Please provide specific examples from the case of each type of media and how used in this campaign.
Paid
A social media activity pays to promote the story, such as ads, paid influencers, digital media, and sponsored posts. Lionsgate used a mixture of promotions to achieve the results. The use of paid influencers media of advertising; photographs in Exhibit 6 by a professional photographer who helps vividly release each portrait. A team of partners, such as MTV and Yahoo Movies, shared these portraits. Another example is using promotional partners to promote their products tied to the film. These include cosmetics brand CoverGirl and nail-polish brand China Glaze space in Capitol Couture. It helped create awareness, reach a broader target, and gain earned media.
Owned
Lionsgate used owned channels to reach the target throughout the marketing campaign. For instance, the portrait's release was shared on Magazine's social media account feeds. The customer exists, and the media is just creating attention. Another example is through the team of partners such as Huffington Post, thus offering deeper insight and serving as a gateway to other media platforms necessary for gaining followers.
Earned
Lionsgate's innovative way of reaching an audience led to the use of Instagram, Twitter, and Facebook. Capitol's Instagram posted fashionable photographs, creating excitement among fans, especially the younger generation. The younger fans, in turn, were sharing these photographs ...