District 13 Interactive Campaign
Watson/DG, in conjunction with Lionsgate, set out to create a campaign that would take audiences into the secretive and subversive world of The Hunger Games: Mockingjay Part One. After the release of the rebranded, squeaky clean TheCapitol.pn site, it was time for fans of the franchise to tear it all down and dive into District 13. Using a mobile tethering tool fans hacked into the Capitol to discover never-before-seen clips and images from Mockingjay Part One.
Mobile Site
Screenshots
The Mockingjay Lives
It all started with the District13.co.in site, the secret District's central hub. The dark site presented visitors with their mission statement and instructions on how to hack the Capitol using their phone. By visiting TheCapitol.pn on their deskop and district13.co.in on their phone, they were able to control the Capitol site remotely and witness the dramatic transformation as they hacked inside.
Hub Site
District13.co.in began populating with internal D13 dossiers on the rebels, anti-Capitol gifs, and memos from the Capitol revealing their secrets.
This content shaped the world of District 13, a place filled with strong-willed fighters, proud of their legacy and their cause. Thanks to the involvement of the fans, the rebellion became a focal point of the campaign, bringing people together in support of the Mockingjay.
Users navigate the hacks on the D13 mobile landing page, there they can also track progress and meet the leaders of the movement.
First step to hacking: enter the Session ID on TheCapitol.pn to pair the mobile device.
We developed three different hacks taking the form of memory and agility-based minigames. Every swipe or movement made on the phone seamlessly ties into a WebGL desktop experience.
Successfully completing hacks resulted in payoff content—evidece of the Capitol's evil plan. This included criminal files on the rebels, surveillance footage, "real" Capitol Concerns, and scenes from the film.
This experience blends together high levels of interactivity with passive site exploration to appeal to a wide range of fans of the Hunger Games franchise. All in all, Waston/DG combined many moving parts to reveal the sinister nature of the Capitol, tell the story of the heroes of District 13, and get audiences excited for the release of The Hunger Games: Mockingjay Part One.
