Three video stills: woman in pink by TV screens, man in wig playing guitar, woman in red gown by "THE HUNGER GAMES" sign
Submitted by Digital Voices

Lionsgate The Hunger Games Tube Girl Premiere Influencer Campaign

Influencer Marketing

Digital Voices ran a premiere-led influencer campaign for Lionsgate's The Hunger Games: The Ballad of Songbirds and Snakes, which the agency reports delivered +10M organic impressions.

+10MOrganic Impressions
11.6%Engagement Rate
99%Positive Sentiment
3.1MMedia Impressions

Case in 60 seconds

Lionsgate needed awareness and word of mouth for The Hunger Games: The Ballad of Songbirds and Snakes across the US, UK and Europe, while Digital Voices had only seven days to plan a splash at the London premiere.

The page divides the audience into lovers of the books, watchers of the previous releases and a new generation not yet invested, so the brief relied on creator content that would inspire UGC rather than speak to one fan base.

The organizing idea was a red carpet moment at the London premiere built around one macro-influencer and backed by mid-tier creators in comedy, art, music and fashion, so a single appearance could feed a wider stream of content.

Digital Voices partnered with 14 mid-tier influencers in comedy, art, music and fashion, who produced 28 pieces of content across Instagram, TikTok and YouTube, with Tyler Warwick chosen for his Hunger Games content and Joel Sunny for dramatic violin covers. Macro-influencer Sabrina Bahsoon, known as Tube Girl, created a viral moment on the London red carpet across TikTok and Instagram.

Digital Voices reports +10,000,000 organic impressions (567% over target), an 11.6% engagement rate and 99% positive brand sentiment, along with 2,500,000 impressions from additional organic influencer UGC and 3,100,000 impressions from media coverage of Tube Girl's red carpet appearance.

Strategy Breakdown

Lovers of the books, watchers of the previous releases and a new generation yet to become invested in the franchise, across the US, UK and Europe.
The seven day window before the London premiere left no room for a long build, so the plan concentrated on a single red carpet moment rather than a staged sequence of content.
Lionsgate's release was carried by creators from comedy, art, music and fashion, so the franchise reached feeds beyond its established readers and viewers, which matches the brief's aim of reaching a new generation.
The brief set creator content the task of inspiring UGC, so the result depended on others repeating the moment rather than only watching it, and the page reports 2,500,000 impressions from that additional UGC.

Creative & Execution System

Assets & channels

  • TikTok
  • Instagram
  • YouTube

Partners

  • Digital Voices

Participation mechanic

  • Creator content was briefed to inspire UGC, and the page counts impressions from additional organic influencer UGC separately from the 28 pieces the contracted roster produced.

Creator role

  • Sabrina Bahsoon
  • Tyler Warwick — creator
  • Joel Sunny — creator

Results & Evidence

MetricValue
Organic Impressions+10M organic impressions
Engagement Rate11.6% engagement rate
Positive Sentiment99% positive brand sentiment
Media Impressions3.1M impressions
UGC Impressions2.5M impressions
Award Nominations2 Award Nominations
Mid-Tier Influencers14 mid-tier influencers

Why Digital Voices' strategy worked

  1. 1

    Pairing one macro-influencer with a mid-tier roster lets a single event appearance draw media coverage while the wider roster supplies volume, which the page reflects in its separate 3,100,000 impressions from coverage of Tube Girl.

  2. 2

    Casting creators for their history with the property, as with Tyler Warwick and his Hunger Games content, gives the work a credible link to the franchise rather than a borrowed one, because the audience already knows them for related material.

  3. 3

    Briefing creator content to inspire UGC adds organic reach beyond the contracted posts, and the page counts 2,500,000 impressions from additional organic influencer UGC as a line of its own rather than folding it into the headline figure.

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