Re-igniting The Hunger Games Fandom

When Hollywood went on strike, fans became the voice.

Digital artwork titled 'Gems of Panem' featuring a snake and a mockingjay symbol surrounded by flowers and glowing light.

CHALLENGE

How do we unleash The Hunger Games’ legacy, reigniting the flames for core fans and inviting Gen Z to step into the arena for the first time?

Launching The Ballad of Songbirds & Snakes came with a unique obstacle: the campaign unfolded during the WGA and SAG-AFTRA strikes, which halted traditional Hollywood publicity.

With celebrity talent unable to promote the film, Lionsgate needed a different path to create robust social content, spark conversation, and re-energize a fandom that had been quiet for nearly a decade.

A large crowd of protesters at a demonstration, holding signs supporting the Writers Guild of America strike, with many signs reading 'Writers Guild of America on Strike' and 'Solidarity Writers'.

STRATEGY

Think Jam & Lionsgate built Gems of Panem, a superfan ambassador program made up of 22 passionate, highly engaged creators from around the world. Each “Gem” received exclusive early access to assets, guidance from our team, and private communication channels (WhatsApp, Reddit, email) to coordinate activations.

Together, we turned key campaign moments — from the trailer drop to Comic-Con reveals, soundtrack launches, and the world premiere — into high-volume, high-impact fan-led events. Instead of speaking at fans, the community became the megaphone.

Group of people posing on stage at an event called 'Gems of Panem,' with a backdrop featuring the Hunger Games logo and themed decorations.

THE IMPACT

“The fandom didn’t just join the campaign — they were the campaign.”

Two women smiling for a selfie in front of a building and a lighthouse. One has red hair and the other has matching red hair and makeup with jewelry.
A woman in a black uniform standing at the entrance of a trailer, smiling and holding the handles of a wheelchair.
Group of people on stage at an event called 'The Hunger Games,' with a backdrop resembling a vintage TV set, during the premiere and after party in Hollywood.

impressions sparked by fans

40M+

engagement rate nearly triple the industry benchmark

15.4%

superfans coordinated across private channels

22

global reach with zero celebrity amplification

37M+

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RECOGNITION

This fan-powered strategy not only reignited global fandom but also won a Shorty Award for Community Management.

Golden fantasy-style illustration featuring a bird, snake, roses, and a radiant sun with the logo and text for Shorty Awards, indicating a winner in Audience, Honor, and Entertainment categories.
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