The Hunger Games franchise holds profound significance for fans that extends beyond traditional entertainment. Hence, the launch of Lionsgate’s latest movie in the iconic series, "The Hunger Games: The Ballad of Songbirds & Snakes," needed to be BIG - driving not only ticket sales but also fanfare around its official song “Can’t Catch Me Now,” by Olivia Rodrigo.

The "Catch Me Me Now" campaign leveraged the franchise's enduring legacy along with the popularity of Olivia Rodrigo's music to create a buzz-worthy, live DOOH event in NYC’s Times Square that merged the best of Out of Home with a real-time entertainment moment, while leveraging the power of the TikTok platform to drive maximum impact.

"Can’t Catch Me Now" for the launch of Lionsgate's "The Hunger Games: The Ballad of Songbirds & Snakes," blended a live experiential activation with DOOH technology, surprising and delighting consumers due to its ambient nature. Activated in the heart of Times Square, New York City, the campaign featured a live choir performance of "The Hanging Tree" alongside the unveiling of Olivia Rodrigo's official song. Leveraging TikTok's Out of Phone technology featuring fan-first UGC, the event created an immersive and interactive experience by harnessing the power of creator-led content and blending it with a live experiential moment, which blurred the lines between physical and digital worlds. With celebrity appearances, creator amplification, and a custom TikTok Branded Effect, the campaign engaged audiences around the world in real-time.

A two-sided digital billboard was utilized, featuring a countdown clock and a real-time globally-streamed TikTok live performance, which took place on the steps of NYC’s Times Square, with a five-day lead-up display of UGC TikTok Branded Effects reaching 30M on TikTok. This allowed TikTok creators to submit their own virtual character posters for their potential #billboardfamous moment. Fans on the ground in Times Square were able to scan the TSX Entertainment billboard and tune in for a fully immersive audio experience. The integrated use of TikTok’s Out of Phone technology harnessed the power of creator-led content and blended it with a live experiential moment, blurring the lines between physical and digital.

The entire event was live-streamed across the Lionsgate, The Hunger Games, and IMAX TikTok profiles and broadcast on the iconic TSX Entertainment billboard with full audio.

The recap video saw 6.7 million views on YouTube.