US – Production company Lionsgate has enlisted the help of some of YouTube’s biggest stars to launch District Voices, a video series promoting The Hunger Games: Mockingjay Part 1.
Lionsgate has teamed up with Google and YouTube Space LA for the five-part video series that features some of the site’s most popular stars, who between them have almost 5m subscribers and attracted more than 550m views.
YouTubers such as Threadbanger, Veritasium and fightTIPS have been given a Hunger Games makeover for District Voices, brought into the fictional world of Panem as presenters for the government’s media channel, Capitol TV.
The videos take the form of public service announcements and the presenters talk viewers through training, baking and fashion the Panem way.
‘Our mission has always been to engage our Hunger Games fans in the most innovative and authentic ways possible,’ said Lionsgate’s executive vice-president of digital marketing Danielle de Palma in a statement. ‘We cannot think of a better partner than these incredible YouTube stars, who truly bring new content to life in the world of Panem and extend our storytelling to online audiences in exciting new directions.’
For more on the power of YouTube as a marketing platform, read our article on the Youth Marketing Strategy Summit 2014.