With Google and YouTube, they set out to explore how they could engage fans by leveraging popular YouTube creators of some of the more popular YT channels, such as i-Justine, Fictional Foods, Veritasium, Fight Tips and Threadbanger to create a unique branded entertainment content platform blending the worlds of YouTube and Hunger Games.

To date, the series of District Voices videos have received over 3 million views on YouTube, generating significant earned media with over 100 press articles in the biggest news, entertainment and trade publications,. The strategy of cross-pollinating YouTube creators’ fans with those of the Hunger Games franchise drove strong results reflected in lift in searches for the movie title and disctrive voices during the campaign period.