There’s been a Hunger Games-shaped hole in the cinemas since Lionsgate released Mockingjay – Part 2 in 2015, but last week saw the World Premiere of The Hunger Games: The Ballad of Songbirds and Snakes.
Ahead of the release of the final movie on November 17th, it was essential to engage the franchise’s cult following and build hype amongst new audiences.
Enter TUBE GIRL!
The target audience for The Hunger Games movies are teens and young adults, so partnering with influencers to produce content in the lead-up to the movie's release would drum up engagement amongst the desired demographic.
If there’s one thing we know about teens and young adults, it’s that they love trends and trending creators on social media.
Sabrina Bahsoon, who you may know better as Tube Girl, is at the heart of trending content on TikTok, having gone viral for her carefree dancing videos filmed primarily on the London Underground.
Her feel-good videos that consistently achieve views in the millions have encouraged social media lovers and other creators to emulate her confident video style in a multitude of public settings.
So where better to take the Tube Girl trend than to the Premiere of one of this year’s most anticipated movies?
We recognized the virality of the TikTok star and had jusr one week to produce a hyper-reactive campaign to bring Tube Girl to the red carpet as an official Lionsgate partner.
The team put their heads together, and by tapping into the invaluable relationships we have built with thousands of creators, agents, and managers, we were able to be hyper-reactive and welcome Sabrina Bahsoon to the red carpet as an official Lionsgate partner.
Sabrina created her classic Tube Girl style video with cast members, including Euphoria’s Hunter Schafer, which she shared on TikTok and Instagram. After only 24 hours of going live, her content reached +700k combined views.
Her content and appearance on the red carpet in London not only impressed fans of Sabrina but attracted media attention from the likes of Who Magazine, and E News, who shared a behind-the-scenes look at Sabrina Bahsoon and Hunter Schafer filming together.
In a whirlwind of social media trends and influencer magic, we worked with our client Lionsgate to tap into the power of Sabrina's viral content, aiming for yet another successful campaign following our work for the Joy Ride movie earlier this year. As the Hunger Games franchise finds its way back into cinemas, Tube Girl's presence on the red carpet added a modern touch, proving once again the power of influencers in shaping the narrative for the future of Hollywood entertainment.
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