Challenge:
Use the MEC's innovative data gathering room and response suite during The Hunger Games: Mockingjay - Part 1 to track consumer interaction and sentiment and drive and amplify engagement amongst fans and influencers, bringing the premiere to life online and putting thousands of fans across the country on their own virtual red carpet.
Response:
MEC's innovative data gathering room and response suite allowed us to track consumer interaction and sentiment and drive and amplify engagement amongst fans and influencers, bringing the premiere to life online and putting thousands of fans across the country on their own virtual red carpet.
We tracked which users were actively involved in the conversation, assessed their influence (based on their social footprint and relevancy) and engaged accordingly in real time - creating 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.
Results:
The premiere generated 22x more mentions than X-Men and Interstellar combined making it the most successful premiere of all time for Lionsgate.
Average engagement rate across all activity was 7.1% which sat well above the industry average for the entertainment vertical of 2.8%.
To check out the run of events from the day, take a look at the Live Room case study below:
