Studio will use the site (thehungergamesexplorer.com) to spotlight updates of “The Hunger Games: Catching Fire,” out in theaters Nov. 22.
Designed as a social aggregator, venture will feature official and fan-generated content — fan blogs, talent tweets, exclusive images and videos — curated from multiple social media platforms. A feature dubbed “sparking,” lets fans “like” objects while driving discussion around each bit of content. It’s a similar concept to Lucasfilm’s Wookieepedia, a database of all-things “Star Wars” launched through Wikia.
Microsoft is eyeing the site as a way to generate buzz for Internet Explorer 10, which is built into Windows 8 and uses the operating system’s technology that enables content to be swiped and pressed using a new line of touchscreen PCs and laptops.
Given the rabid fanbase of “The Hunger Games,” Microsoft’s decision to pair up with the franchise gets it in front of a sizable demo of influential young consumers it may have found hard to reach in more traditional ways.
“With ‘The Hunger Games Explorer,’ we wanted to change the game for how a movie can be extended on the web, providing an intensely immersive experience for fans,” said Roger Capriotti, director, Internet Explorer marketing. ” ‘The Hunger Games Explorer’ continues IE’s work to bring innovative experiences to the web, showcasing what’s possible with amazing content and a modern browser like IE that is fast, fluid and perfect for touch.”
The Microsoft deal is the latest innovative move Lionsgate has made to use the Internet as a promotional tool for “The Hunger Games,” to build buzz around the film series.
In addition to fully exploiting Twitter and Facebook, it took a literal page from high-end glossy magazines like “Ocean Drive” and “Du Jour,” and relaunched “Capitol Couture” as a fictional magazine that offered up the first stylized portraits of the characters in the sequel.
“We have the best fans in the world, and starting tonight they have a home on the web where they can be a part of ‘The Hunger Games’ experience and contribute to the excitement for ‘The Hunger Games: Catching Fire,’” said Danielle De Palma, Lionsgate’s senior VP digital marketing. “ ‘The Hunger Games Explorer’ is not only a place for fans to spark the conversation around ‘The Hunger Games: Catching Fire,’ but also a destination where we can continue to provide fans with new content, experiences and unprecedented behind-the-scenes access.”