The studio launched the first teaser trailer for the film -- which is based on a trilogy of books -- at the MTV VMAs on Sunday. At the end of the trailer was a hashtag: #whatsmydistrict. This hashtag led intrepid Twitter users on a chase to find a hidden website.
Twitter user @@TheCapitolPN responded to users on Twitter and the website, thecapitol.pn was eventually revealed.
Over the last few days, that site has shown a fading image that has become more and more clear. Users can log in with Twitter and identify themselves for the next stage in the campaign.
That stage starts now. Users who visit the site will now be assigned to a District. Users will then be able to compete as Districts to get their District Identification Passes expedited.
Viral campaigns for movies are nothing new, but we're impressed with the intricate lengths Lionsgate is going to promote this title. Using Twitter to promote the site, spread clues and create teams, capitalizes on the best aspects of any good online viral campaign. The game element is particularly attractive.