COMPETITIONS
academy
awards
March 15, 2024
Hot Spot: Whistle for Peeta in E!’s ‘Hunger Games’ Marathon Promo
INTROSTORYGALLERYCREDITS
Spot ingeniously puts viral meme to work.

Sometimes the internet does your work for you.

For this weekend’s marathon of the Hunger Games film franchise, E!’s marketing team turned a viral meme into a promo, and then the promo itself went viral.

It all starts with the 2014 "Josh Hutcherson Whistle Edit," a fan-created music video set to a cover of Flo Rida’s “Whistle” dedicated to Hunger Games star Hutcherson. In the movies, Hutcherson plays Katniss Everdeen’s (Jennifer Lawrence) fellow District 12 competitor Peeta Mellark.

When Hunger Games’ prequel A Ballad of Songbirds and Snakes came out late last year, the meme started circulating again. TikTokkers began inserting the video, and Hutcherson’s face, into funny places as a joke – kind of like a Gen Z version of a Rick roll – and the meme took off.

So, it made perfect sense for E! to get in on the joke, Rick roll (Josh roll?) their viewers and get a little extra mileage out of the meme in time for this weekend’s marathon. And bonus: TikTokkers began filming the promo on their TVs and posting that, giving it a lot more bang for its buck and racking up 2.5 million views thus far.

As one TikTokker remarked: “Gen Z marketers have been freed from their leashes and the results are unhinged!"

E! Movies We Love: The Hunger Games Marathon runs all weekend on E!

Credits

Network: E!

SVP, Entertainment Networks Cable Creative & Marketing: Jeffrey Blackman

VP, Creative Marketing: Veronica Cepero

Creative Director: Phil Latcholia

Senior Writer/Producer/Editor: Michael Bellino

Writer/Producer/Editor: Jared Cohen

Senior Creative Director: Stan Rapoport

Art Director: Yosuke Murakami

Designer/Animator: Nick Chomicki

Project Manager: Grace Tourville

Audio Mix: Christopher Burns

Photo: Gabriel Goldberg

Music: “Whistle” By Flo Rida (Cover By Joel Merry)

 

TOP STORIES
MORE BRIEFS
Jun 19, 2024
Promo Mojo: NBC Continues to Dominate
Jun 19, 2024
HBO Sews Up ‘House of the Dragon’ Main Titles
Jun 18, 2024
We Are Royale Livens Up Disney Lorcana
Jun 18, 2024
Max’s ‘Raise Your Banners’ Campaign Culminates in NYC
Jun 12, 2024
Promo Mojo: Three in a Row for NBC’s ‘America’s Got Talent’
Jun 11, 2024
Queen Elizabeth Visits the Medici Court in Starz’ ‘Serpent Queen’
Jun 11, 2024
Telemundo Marks Two Years Until FIFA World Cup 26
Jun 10, 2024
Apple Enters AI Era
Jun 10, 2024
CNN, Zealot Ratchet Up Tension in ‘Secrets and Spies’ Trailer
Jun 6, 2024
Sibling Rivalry Names David Brickel Managing Director, Executive Producer
Jun 6, 2024
Melanie Wills Named Managing Director, EMEA at Allied Global Marketing
Jun 5, 2024
Promo Mojo: NBC Dominates with Summer Reality Shows
Jun 5, 2024
TV 2 Denmark Named Europe Creative Marketing Team of the Year
Jun 4, 2024
Audible Rolls Out First-Ever Global Brand Campaign
Jun 4, 2024
Lobo Forms Strategic Partnership With Surreal Hotel Arts
Jun 3, 2024
Allied Global Marketing Launches Pride Initiative
Jun 3, 2024
Christina Anderson Joins Cutters Detroit as Executive Producer
May 31, 2024
Finalist Friday: Spot Not Using Programme Footage
May 31, 2024
United Arlines Flies Patagonian Fans to Wrexham
May 31, 2024
Supercell Gathers Hollywood Stars for ‘Squad Busters’ Launch
May 30, 2024
HBO, Max Just Getting Started When it Comes to Pride
May 30, 2024
‘Moana 2’ Teaser Trailer Sets Viewership Record
May 29, 2024
Promo Mojo: Return of ‘America’s Got Talent’ Gives NBC Top Slot
May 29, 2024
Stress Levels Rise Higher in Season 3 of FX’s ‘The Bear’
May 24, 2024
Finalist Friday: Brand Spot
May 23, 2024
G.E.M.A. Names 2024 ‘Of The Year’ TV/Streaming Europe Finalists
May 22, 2024
Promo Mojo: Fox Hopes Viewers Eat Up ‘Gordon Ramsay’s Food Stars’
May 21, 2024
Alkemy X Launches Independent Film Services Division
May 21, 2024
Sibling Rivalry Names Bo Bishop Executive Director, Creative Strategy
May 17, 2024
Finalist Friday: Motion Graphics
May 15, 2024
Promo Mojo: ABC Leads with Stalwarts ‘GMA,’ ‘Jeopardy!’
May 15, 2024
Imaginary Forces’ Ever-Changing Main Titles for Apple TV Plus’ ‘Dark Matter’
May 14, 2024
War is Coming to HBO’s ‘House of the Dragon’
May 13, 2024
'Doctor Who' Lands in New York, Los Angeles
May 13, 2024
What Inspired Imaginary Forces’ Anna Chen's ‘Man in Full’ Main Titles
May 8, 2024
Promo Mojo: What Primetime Game Show Leads This Week’s Ranker?
May 7, 2024
Fox's Elodie Yung Celebrates AANHPI Heritage Month
May 1, 2024
Promo Mojo: NBC Retains Gold With 2024 Summer Olympics
Apr 24, 2024
Promo Mojo: NBC’s Summer Olympics Makes Its Debut
Apr 23, 2024
The BBC Is ‘Made to Make You Think’
Apr 23, 2024
Prime Video to Host FYC Experience at NYA West
Apr 22, 2024
Entertainment Brands Dig In to Earth Day
Apr 19, 2024
Surprise! Taylor Swift’s ‘Tortured Poets Department’ Is Actually Two Albums
Apr 17, 2024
Promo Mojo: Billy Joel Keeps CBS on Top
Apr 17, 2024
Team USA Is ‘One for All’
Apr 16, 2024
Paramount Plus Live Streams National Parks for Earth Week
Apr 16, 2024
CBC Counts Down 100 Days ‘Til Paris Olympics
Apr 16, 2024
Telemundo Returns to ‘Neustras Finanzas’ for Financial Literacy Month
Apr 11, 2024
‘Polin’ Season of ‘Bridgerton’ Blooms May 16
Apr 10, 2024
Promo Mojo: CBS Again Claims Three of Top Five Spots
Apr 10, 2024
Greece’s Cosmote TV Pays Tribute to Brad Pitt
Apr 9, 2024
Hello, The Drag Queens Are Here
Apr 8, 2024
Paramount Plus Explores More ‘Evil’ in Series’ Final Season
Apr 4, 2024
Starz Promotes Marketing Executives
Apr 3, 2024
Promo Mojo: CBS Occupies Three Out of Week’s Top-Five Slots
Apr 2, 2024
G.E.M.A. to Host First Member Event in Santa Monica
Apr 2, 2024
Hot Spot: Imaginary Forces’ ‘New Look’ Main Titles Bloom for Apple TV Plus
Apr 2, 2024
Disney, Nat Geo Team Up to Celebrate Earth Month
Mar 28, 2024
New Season, New Reasons to Say Yes to YES
Mar 27, 2024
Promo Mojo: As It Moves to ABC ‘9-1-1,’ Stays on Top
Mar 26, 2024
It’s a Snow Day in South Park!
Mar 26, 2024
Hot Spot: Imaginary Forces Heads to ‘Palm Royale’ for Apple TV Plus
Mar 25, 2024
Hulu Takes Riley Keough ‘Under the Bridge’
Mar 22, 2024
Ncuti Gatwa is a Doctor Who for a New Generation
Mar 21, 2024
All Must Choose in HBO’s ‘House of the Dragon’
Mar 20, 2024
Nat Geo Rolls Out Royal Campaign for ‘Queens’
Mar 19, 2024
SAM Reunites With NewsNation on Sonic Brands
Mar 19, 2024
Promo Mojo: ABC Hypes ‘9-1-1’ After Move From Fox
Mar 13, 2024
Hot Spot: Peter Anderson Studio Takes ‘Constellation’ Out of This World
Mar 12, 2024
Hot Spot: Elastic Sets Sail on Main Titles for FX’s ‘Shōgun’
Mar 12, 2024
Promo Mojo: And the Winner is ABC’s Oscars
Mar 12, 2024
HBO Digs Into ‘The Truth Vs. Alex Jones’
Mar 11, 2024
Cozi TV to Take ‘Roseanne’ Couch on Tour
Feb 29, 2024
G.E.M.A. Officially Debuts at Live Event at Grammy Museum
Feb 29, 2024
As Marketing Migrates to New Platforms, Its Purpose Stays the Same
Feb 23, 2024
HBO Explores ‘A Revolution on Canvas’
Feb 22, 2024
Promax Transforms to The Global Entertainment Marketing Academy of Arts & Sciences
Feb 1, 2024
Fox’s Anthony Anderson Tells His Story for Black History Month
Jan 31, 2024
Bellaluca is the Perfect Marriage of Strategy and Creativity
Jan 29, 2024
Hot-Shot Pilot Inspires Blue-Eyed Girl in ‘Starfield’
Jan 29, 2024
Versus, Blacktag Introduce Curated Slate of Black Creators
Jan 29, 2024
The A Team Leads the Way to NFL Pro Bowl
Jan 28, 2024
Alibi Rolls Out Music Slate to Accompany Documentaries
Jan 28, 2024
U2 to Play Grammys Live from Las Vegas Sphere
Jan 26, 2024
Empire State Murals Inspire Imaginary Forces’ ‘Percy Jackson’ Titles
Jan 26, 2024
Vivid Zero Sharpens WINK’s On-Air Look
Jan 25, 2024
Agency Planet 365 Offers Local Stations Brandit247
Jan 25, 2024
Max IDs ‘Mostly Harmless’
Jan 25, 2024
Streamer Pluto TV Launches Pop-Up Super Bowl Channel
Jan 24, 2024
Promo Mojo: NBC’s ‘Chicago,’ ‘Law & Order’ Blocks Lock Down Ranker
Jan 24, 2024
‘Curb Your Enthusiasm’ Final Season Trailer Explains Everything
Jan 23, 2024
‘Oppenheimer’ Leads Oscar Nominations with 13
Jan 23, 2024
Roger Launches New Social Media, Digital Agency LoudnClear
Jan 23, 2024
Building Your Brand Beyond Black History Month
Jan 22, 2024
Imaginary Forces Takes to the Skies for ‘Masters of the Air’
Jan 20, 2024
ESPN BET Campaign Centers the Action on Sports Fans
Jan 20, 2024
Brighton’s Cub Studio Animates NFL’s All-Pro Team
Jan 20, 2024
Guy Ritchie’s ‘The Gentlemen’ Are Coming to Netflix
Jan 20, 2024
Apple TV Plus Documents Messi’s ‘Rise of a Legend’
Jan 19, 2024
2C Creates Retro Casino Vibe for Discovery’s ‘Hustlers Gamblers Crooks’
DRAG