When Lionsgate came to Ignition to help launch The Hunger Games franchise, we pulled out all the stops to formulate and create a living, breathing narrative universe that engaged audiences on different platforms in specific, targeted ways. We brought the world to life through the authoritarian entity of the Capitol and assigned fans to one of Panem's 12 Districts, where each citizen would have a role to play in an 8-month long narrative. The overall effort has been widely celebrated as one of the most effective entertainment marketing campaigns ever, launching the film to the third best domestic opening weekend of all-time ($152 million) and all-time biggest domestic opening for a non-sequel. The campaign acquired 6.9 million new fans on Facebook, attracted 33 million views on YouTube, amassed over 100k followers on Twitter, and helped increase domestic book sales from 9.6 million to 36 million. TheCapitol.pn served as the main hub for the campaign and where the community thrived.