5. The Hunger Games
The Movie: The big movie adaptation of Suzanne Collins's dystopian science fiction adventure drama, which plays out like a more narratively complex, teen-friendly variation on the classic Japanese movie Battle Royale, The Hunger Games sees a futuristic America split up into various districts, each of which have to contribute two Tributes to compete in the titular games.
The Campaign: The marketing team over at Ignition Creative undertook to craft a year long multimedia marketing campaign which would immerse the public in the universe of The Hunger Games. Building on the concept from the book/film of the Capitol, a number of websites were set up to provide Citizens with up to date news, views and events related to the universe. YouTube, Twitter, Facebook and the web at large were all utilised to create an immersive online presence.
Effectiveness: Traffic to the various sites was constant and if the box office receipts were anything to go by - an astronomical taking of nearly $700 million - then the campaign was clearly a success. Of course, having a best selling book behind the film can't have hurt matters, either.