Thanks to the power of social media, The Hunger Games fans have been able to keep up with Mockingjay Part 2 promotion from all over the world. Most recently, the official Mockingjay UK Twitter account has gathered a lot of attention for its latest Mockingjay ploy: DubSmash.
We don’t use DubSmash, but thanks to off-screen Marvel television cast “wars”, we have an idea what the app does. It’s essentially soundboard app with which you record yourself lipsyncing to popular songs or movie quotes. And The Hunger Games is now part of the soundboard.
We’re not saying there’s no fun in this. It’s good, silly fun! We partake in silly funs sometimes too! All fandoms have a bit of that, though usually it’s a natural occurrence among fans and not something marketers promote for an action drama franchise.
The more important question is… What audience are they trying to reel in? Between the Facebook stickers and Snapchat and now DubSmash, we have one message for Mockingjay Part 2 marketing teams worldwide:
STOP TRYING TO BE DOWN WITH THE KIDS.
THE KIDS ARE ALREADY YOUR DAMN PRIMARY AUDIENCE.
You know who really loves and supports The Hunger Games and has done so all along? Teens and younger 20-somethings. You know who you’re gearing all your advertising dollars toward? The people who will watch the movie and fangirl it without you proving you totes understand their love of smartphones.
Sure, it could be argued that the marketers are giving back to the fans. But really, they’re only giving back to a small slice of them. The fansite types we know are all in their mid-twenties or older, and really, we were over all the marketing ploys mentioned above before they even started.
Come November, we know pre-teens to the college-aged crowd are pretty much a lock. They have been since around the time Catching Fire. Now, how the heck are you gonna convince everyone else to see the movie? The fact is, marketers need to care about interesting the outliers too, because a truly successful movie needs to attract a really wide audience. If you’re narrowing your advertising down to impress only a portion of the people you’ve already impressed, how does that help the film? How does they convince the hesitant adult to gather up some interest in the series?
We just ask, THG marketers— lovingly, kindly– that you have your fun, but also grow up a bit. We’re kidults at best. Just get on our level!
OMG GUISE THIS APP TOTES CAPTURES THE SPIRIT OF DESOLATION AND WAR,
The Girl With The Pearl