So remember when we posted on Tuesday about the Mockingjay Mosaic campaign and how we felt better about something like that than social media campaigns that make fans work toward media the studio was ultimately going to give fans anyway?
Things got WAY uncomfortable about 18 hours later when Lionsgate released a social media campaign exactly matching that criteria. Whoops! WE HAD NO IDEA, LG! WE’RE NOT MIND READERS! WE SWEAR!
First came the bait! Retweet #UnlockMockingjay enough and you’ll get this shiny new preview!
And oh man, did we want that shiny new preview. WANT!
Through the act of being wicked smaht (as we like to say in New England), someone somewhere– we honestly don’t know who because it was already common knowledge by the time we tuned in– realized that the algorithm involved would require 50k tweets to unlock the video. The hashtag challenge launched at 12pm EST. By the time I finished my lunch around 1pm EST, the buzz was firmly built, the fan tweets were rolling out, and the tweet-o-meter thingamabob was already at 60%.
Smooooooth sailing, right? WRONG!
4pm rolls around and it feels like victory (or as much victory as you can get out of a Wednesday afternoon.) WORK DAY DONE! COMFY SWEATPANTS ON! MOCKINGJAY-O-METER… BACK DOWN TO 44% PERCENT?
Apparently, at some point in there, Lionsgate remembered that Hunger Games fans are ravenous beasts who considered new Mockingjay previews their very lifeblood. 50k tweets probably took about 2 hours to complete and obviously, they were hoping NOT to release things that early. The re-calibration experts in the fandom looked into it and realized the new magic number was 360k tweets.
And that is when the hilarious, quote-filled fandom madness really took off, thanks to the brilliance of Jabberjays.net turning it into a bit of a game:
At a couple points, the widget jumped. Word on the streets of Twitter was that we only needed 261.5k tweets, then 260k. Baffled by the odd numbers but still wanting our Mockingjay preview, things started to get real cray cray:
Throughout this, we get a couple of pre-teaser teasers in the form of new stills. But it just wasn’t enough to satiated the NEEEEEED! Seriously. We make those zombies on The Walking Dead look tame. The frustration kicked in:
Even though we certainly felt that frustration, we were also starting to feel a little bad. Because this “unlocking” campaign despite its problems and the later-realized factoid that it was rigged to release at 7pm no matter how many tweets, we realized we were having a lot of fun. Not that Lionsgate necessarily planned it would turn into a quote-ridden meme fest, but other fans and fansites turned it into a really witty game and we really enjoyed getting involved.
Not to pat this fandom on the collective back too much, but WOW, WE ARE CLEVER AND HILARIOUS AND WONDERFUL! And #UnlockMockingjay kinda ended up bringing out the best in us.
Of course, we also got this spectacular sneak peek out of it:
But that deserves its own post, don’t you think?
It Was A Pleasure Being Ridiculous With You,
The Girl With The Pearl