The Hunger Games:
Mockingjay Part I

In conjunction with Lionsgate, Watson DG set out to create a digital campaign that would take immersive storytelling to the next level, exciting both fans of the book series and a new generation of moviegoers. The campaign spanned seven months and wove together a narrative around the Capitol's squeaky clean image and their ultimate takedown by District 13 rebels. The campaign combined in-world immersive sites, interactive mobile activities, a digital fashion magazine, a fully-fledged news channel, and sneak-peek exclusive looks to create a non-stop thrill ride full of original content to keep audiences talking and sharing-in turn leading to the most successful opening weekend of 2014.

Digital Campaign

  • 1,589,332 Average Weekly Visits Across Facets of Campaign
  • 168 Original Content Pieces
  • 992,362 Facebook Likes

Capitol PN

Welcome to the official site for the government of Panem, now featuring a completely redesigned look reflecting the Capitol's united and unblemished vision for Panem. Visit the site to stay informed on goings on in the Capitol, submit a concern, and meet the District Heroes.

Capitol Couture

Fashion from the Capitol has never been so haute. The most recent issue of Capitol Couture is all about "unity", featuring original video of two of Panem's favorite victors - proof that the Capitol is as popular and prosperous as ever.

Capitol TV

The Capitol's very own news network, disseminating original video and articles on the latest news and culture in Panem. Look closely and you'll find cameos from well-known YouTubers living in many of Panem's districts.

District 13

District 13 is taking action, inviting fans to partake in a mobile tethering experience and expose the Capitol's web of deceit. All findings, including exclusive film clips and propaganda, are housed on this site - discover the truth and support the Mockingjay.

Hunger Games Exclusives

An editorial look into the world of Mockingjay in partnership with Samsung. These two issues include the first looks of cast members Julianne Moore and Jennifer Lawrence, interviews with the filmmakers, a fiery motion poster, and more.

The Capitol PN Site

Explore the immaculate new face of the Capitol on TheCapitol.pn, the official site for the government of Panem. The site functions as a central hub for the campaign and is comprised of five sections, each providing a new layer of content for fans to explore. Here they can participate in Capitol Concerns, a program designed to appease district citizens; view special shoot photography of the District Heroes, and watch videos with important announcements from President Snow. Thanks to weekly updates and fan participation, the site constantly felt fresh and active, just like the world of Panem.
Visit Site

WDG
WDG
WDG
WDG
WDG
  • reviews & highlights
  • The Capitol's website looks so smooth, clean & the photography used is amazing #thecapitol #webdesign #hungergames thecapitol.pn/intl/uk/ @SemTolentino
  • features
  • WebGL Integration
  • HTML5 Canvas
  • Easter Eggs

Capitol Couture

This season Capitol Couture debuted their fourth issue, Fida Coeur, featuring the best collaborations in fashion and design. To celebrate the new film, this customized Tumblr site released motion posters of the film's two stars and updated throughout the campaign with original art and articles, blending the real world of fashion with the fictional world of Panem.
Visit Site

WDG
WDG
  • reviews & highlights
  • Over 4 issues, Capitol Couture has posted over 350 posts to its 123K followers.
  • The site has received over 15 million impressions.
  • features
  • Interactive Titles
  • Built on Tumblr
  • Motion Posters
  • HTML5 Canvas

Capitol TV

CapitolTV is your number one destination for up-to-the-minute news on the Capitol and all of Panem. The site, filled with original videos and articles, blends headlines from the real world and fictional events from Panem to create a living, breathing world for fans to enjoy. Original content rolled out weekly, including tentpole pieces like "District Voices", a five-part series created by popular YouTubers representing districts, "Mandatory Viewing", as well as partnership integrations, and film clips.
Visit Site

WDG
WDG
WDG
  • reviews & highlights
  • features
  • HTML5 Canvas
  • Video

District 13

Dive into the subversive world of District 13 in this dual interactive site and mobile experience. Here the campaign takes a dark turn, using a mobile tethering tool fans to hack into the Capitol and discover exclusive clips and images from the film. Housing these found files is the District 13 main site, a place to explore and share Mockingjay propaganda.
Visit Site

WDG
WDG
WDG
WDG
WDG
WDG
  • reviews & highlights
  • features
  • mobile to desktop synchronization
  • Cross plateform Gaming
  • WebGL Integration
  • HTML5 Canvas
  • Social Content

Hunger Games Exclusives

In this groundbreaking site, The Hunger Games Exclusive debuts a first look into Mockingjay. This elegant parallax site consists of two issues, each one debuting the first look of the cast. Issue one included an image and video of Julianne Moore as President Coin, supported by an interview with Moore herself. The site is the first to offer insights from the filmmakers, and a look into the process of shooting two movies at once. The second issue, sponsored by Samsung was dedicate to Katniss, and premiered her fiery new look along with the all-new cast.

The site continued to build buzz with a fiery motion poster featuring the Mockingjay symbol, which received a tremendous amount of press and social shares. The reveal also included a page from the script along with a sweepstakes component to drive awareness.
Visit Site

WDG
WDG
WDG
WDG
WDG
  • features
  • HTML5 Canvas
  • Video