The United States is the leading market for branded entertainment, with roughly $53 million spent in 2013. There is a clear understanding of the value of branded entertainment in the U.S., budgets are high, and there are few regulations. Experts expect a massive increase in the demand for branded entertainment as it moves toward the mainstream.

The COVERGIRL Capitol Beauty Studio was inspired by the story’s fashion and beauty gurus, the “Stylists.” Stylists are responsible for the characters’ public image, clothing and makeup, creating awe-inspiring looks. We found that while Stylists play a large role in the story, the background of how they work is never truly dimensionalized.

The COVERGIRL Capitol Beauty Studio was “hosted” by our Capitol Makeup Artist, Dotti, who created the 12 fantastical District-inspired looks and took viewers through how to re-create looks for themselves. Throughout the Studio, fans could share looks, purchase District-inspired makeup bundles, experience exclusive content and much more.

With the COVERGIRL Capitol Beauty Studio, we created our own connections with fans of the “The Hunger Games: Catching Fire”—connections that inspired enthusiasm and action. With 1.7 million social likes, shares and comments; and 593,000 views on YouTube, we got passionate fans talking about the Studio, eventually reaching 89.6 million fans in total.

Paired with dramatically increased sales, even at a time when the rest of the makeup category was decreasing, the COVERGIRL Capitol Beauty Studio achieved its goal of connection, conversation and conversion.