Marketing parallel: The Hunger Games
Author: Skye Cusack
Popular dystopian novel and movie series The Hunger Games has had a recent resurgence in popularity. I personally attribute this to TikTok creator LuckyLeftie’s iconic analysis series, but it’s more likely because Netflix acquired the rights to stream the franchise exclusively in March in celebration of the 11th anniversary of the first film’s release.
Now, The Hunger Games may seem far removed from the world of marketing, but believe it or not, the key themes of this story do translate to marketing and copywriting in 2023. These include:
Storytelling
At its’ core, The Hunger Games is a story that really packs an emotional punch. You laugh, you cry, you daydream about Sam Claflin. You know, the three main emotions a person can feel. It’s crucial to understand the power of storytelling to create a strong brand identity and connect with your audience. Hint: this is where copywriting comes in.
Authenticity
The Capitol's citizens are obsessed with appearances and status. They go to great lengths to present themselves as wealthy and powerful, even if it means sacrificing their genuineness. This is a cautionary tale for brands in 2023: don’t prioritize appearances over authenticity. Consumers are increasingly looking for brands that are transparent and real. Those who meet the mark are more likely to build long-lasting relationships with their ideal customers.
Ethics and Accessibility
Although the name ‘Hunger Games’ is metaphorical, it also has a very literal meaning. Many of the people in the districts are starving and malnourished due to systemic weaponisation of poverty from Capitol officials. Marketing can also be guilty of marginalising poverty, by encouraging consumers experiencing financial hardship to spend outside of their means. It's important to be mindful of these issues, and to ensure your marketing efforts are ethical and respectful towards all socioeconomic backgrounds.
Empathy
A natural extension of the last point is empathy in marketing. Katniss becomes a hero because she is able to connect with the other tributes and understand their struggles. Similarly, having empathy and understanding for your ideal customer’s consumer behaviour journey will help you connect with your audience, and make their experience easier and more enjoyable.
Collaboration
Katniss is able to survive and eventually triumph because of her collaboration with other tributes. By working with influencers, partners, and even competitors, you can harness the power of collaboration to reach new audiences and grow.
Innovation
In The Hunger Games, the Capitol uses new technology and innovative tactics to maintain control over the districts. Embodying this innovation in your business and marketing will help you stay ahead of the competition. From video content to artificial intelligence, there are so many ways to reach your audience in new and exciting ways. But remember to use your powers for good!
Have I convinced you? The Hunger Games may seem like an unlikely source of marketing inspiration, but there are many themes and concepts you can pull to inspire and align you to creative and ethical story based marketing.
I’m intending to make this a series, so if you have a favourite book/movie/video game/etc and you want to see how it relates to marketing in 2023, let me know!