We’d already enacted a successful partnership with Lionsgate for The Hunger Games: Mockingjay – Part 1 the year prior. As such it was a natural decision to partner once again for the culmination of the franchise, The Hunger Games: Mockingjay – Part 2.

The precedent was there, but for this to truly work we had to throw out what we did the year before and make this a truly new and unique endeavor. Samsung‘s technology would bring the franchise finale to life, finding new ways to connect with Galaxy owners and franchise fans alike.

So we leveraged the full 360-degree partnership including several key social, digital, PR, experiential, retail, and celebrity-driven moments to own pop culture conversation and organically integrate with Samsung technology at each key moment for the film, with the goal of driving awareness, purchase consideration and the One Samsung story leading into the theatrical release of MJ2.

Samsung was embedded alongside the stars and film IP at every pillar of the campaign:

• We exclusively premiered the film’s final trailer on the Galaxy Tab S2 at 1,000+ Best Buys and The Hunger Games VR Experience on Samsung Gear VR.

• We created the ultimate in-world, technology-powered experience during New York Comic Con to showcase the VR content for consumers.

• We took our technology into the fashion world with supermodel Hannah Davis in Capitol Couture's final issue.

Galaxy owner perks were a major element as well:

• Access to The Hunger Games Tribute (A celebration of the franchise’s biggest fans featuring key talent) at Samsung Studio LA

• Front row access to talent/red carpet at the U.S. Premiere

• Advanced film screening at the Samsung Studio LA

Throughout we created must-see original content, bringing the experiences to an even larger audience through talent, film and Samsung channels.

Samsung bid The Hunger Games adieu knowing that we’d effectively leveraged franchise brand equity for an overwhelming win. Ultimately we were able to organically distribute our key messages to consumers through moments integrated with franchise assets that engaged consumers strategically across channels to drive brand identity, awareness, loyalty and consideration.

The partnership generated 670M social impressions (4.3M+ video views on the Capitol Couture Facebook video alone), 10.2M PR impressions, and a Device Engagement ratio of 6.1.

Better yet, we were able to considerably impact consumer sentiment and perceptions:

• 53% of respondents who engaged with us said Samsung was a perfect partnership fit with the film

• 76% said the partnership improved their opinion of Samsung

• Ultimately, 59% of non-Samsung user respondents said they were more inclined to purchase Samsung products, successfully exemplifying the creation of consumer interest and demand for Samsung’s technology as a result of this partnership.