2. NOVEMBER 2012
A motion logo of the
Mockingjay pin is attached to the
final “Twilight” movie.
Why Twilight?
3. JANUARY
Jennifer Lawrence starts
appearing on magazine covers
like Vanity Fair and
Entertainment Weekly
Why not as her character
„Katniss‟?
4. FEBRUARY
Mobile game “The Hunger
Games Adventures” launches, as
do the “Victory Tour” posters,
with Lawrence and Josh
Hutcherson in character, kicking
off a separate Capitol-themed
campaign.
5. MARCH
Capitol Portraits debut on
Capitol Couture's faux luxury
mag website, its social media
platforms and through online
partners as exclusives, giving
fans a first look at the 11 major
characters in the film.
6. APRIL
Microsoft launches the
Hunger Games Explorer site
that curates fan-generated
content from all social media
platforms; the “Catching Fire”
teaser trailer debuts on the MTV
Movie Awards.
7. MAY
The campaign heads to the
Cannes Film Festival; a teaser
poster of Katniss standing on a
mountaintop is launched along
with the first spring-themed
issue of Capitol Couture.
8. JULY
The first official “Catching
Fire” trailer debuts at San Diego
Comic-Con, where the cast
attends for the first time; posters
of characters competing in the
film's Quarter Quell games are
introduced in their uniforms.
9. AUGUST
Capitol Couture launches mock
ads for perfume and sunglasses
that become billboards in Los
Angeles and New York; CoverGirl
launches an ad campaign designed
around the film's districts;
Lawrence appears on cover of
Vogue.
10. SEPTEMBER
A 12-page insert in Vanity Fair
features photos taken by Tim Palen
of the “Catching Fire” cast;
Coldplay and Sia release the first
singles off the sequel's soundtrack
on iTunes; 12-week #TickTock
campaign launches to pre-sell
tickets; the film's final poster is
released, letting Katniss' hair down
11. OCTOBER
Final outdoor posters launch;
tickets go on sale; the cast covers
Entertainment Weekly;
CoverGirl products hit shelves;
the final trailer, featuring the
games for the first time debuts
during the World Series.
12. NOVEMBER
Subway and Amazon Kindle launch
marketing campaigns; Vosges Haut-Chocolat
releases a pic-themed line; the cast covers
InStyle, People and US Weekly, and participate
in a “global social day,” interacting with fans
across Google+, Facebook, Twitter and
Yahoo!; and hit the U.S. Victory Tour and
global press tour with premieres in six cities
(London, Berlin, Madrid, Rome, Paris, Los
Angeles); album soundtrack launches Nov. 19;
film launches Nov. 22.
