THE GOAL
Unite and excite Hunger Games fans around the world by creating a virtual countdown celebration for the release of Suzanne Collins’ highly anticipated new Hunger Games book, Sunrise on the Reaping.
Heighten global anticipation by creating a powerful, unified online experience to connect Hunger Games fans and encourage discussions across Facebook, Instagram, X, and TikTok.
Transform fan excitement into an unforgettable global on-sale moment, driving engagement, amplifying enthusiasm, bringing new readers to the series, and contributing to Sunrise on the Reaping being a worldwide bestseller the first week of publication.
THE PLAN
Create a countdown of celebratory social media content leading up to the worldwide release of Suzanne Collins’ new Hunger Games novel, Sunrise on the Reaping, on March 18, at 12:01 am ET.
Enlist superfans, influencers, and celebrities to take on specific time slots in the 12-hour Countdown event featuring unique drops, kicking off with an Instagram Live with Publisher David Levithan welcoming fans to this momentous event.
Build momentum throughout the day, leading to a highly anticipated midnight moment where author Suzanne Collins reads an excerpt from chapter 1 of Sunrise on the Reaping for Hunger Games fans around the world.
Procure 19 influencers from around the world to be part of a Global Read Aloud in collaboration with our international publishing partners and read from that same excerpt in their own languages.
GLOBAL COUNTDOWN EVENT ANNOUNCEMENT
On March 14, Scholastic unveiled the 12-Hour Countdown virtual event schedule for the release of Sunrise on the Reaping, publishing on March 18 worldwide. In addition, the Global Read Aloud was announced, which entailed Hunger Games influencers from around the world reading from the same first chapter excerpt from Sunrise on the Reaping in their own languages. The Global Read Aloud kicked off with a reading from author Suzanne Collins on March 18, 12:01 am ET.
Fans from around the world quickly took notice of these announcements, and the Hunger Games social community buzzed with anticipation to celebrate the publication of the new Hunger Games book together.
Collaborated with
Engaged
COUNTDOWN TO PUBLICATION - March 17, 12 pm ET
Starting at 12:00 pm ET on March 17, Scholastic’s Official Hunger Games Books social media channels featured immersive fan experiences and exclusive content to generate “Sunrise” excitement throughout the day.
Highlights included an Instagram Live with Hunger Games Publisher David Levithan, unique influencer videos from around the world, a heartfelt message from audiobook narrator and actor Jefferson White, a Hunger Games superfan podcast episode and superfan spotlights, sweepstakes moments for the new Sunrise on the Reaping book and merch, and an early quote reveal.
The hourly social drops connected fans from around the globe and built a shared anticipation and excitement toward the worldwide book release.
Hourly Posts Designed to:
Special Highlights
GLOBAL ON-SALE READ ALOUD - March 18, 12:01 am ET
On March 18, 12:01 am ET, we released an audio excerpt from author Suzanne Collins reading from chapter 1 of Sunrise on the Reaping. This was followed by 19 influencers from around the world reading that same chapter 1 excerpt in their own languages.
The read-aloud marathon of hourly video drops created a shared global book release celebration.
Read Aloud Event Included:
Special Highlights
THE 32-HOUR CELEBRATION EVENT WAS A SUCCESS!
From the first event announcement to the final influencer reading, this 32-Hour Event became a global celebration for Hunger Games fans around the world.
Across all social channels we garnered 11.8 MILLION Impressions and had 606k Engagements over the 32-hour period from fans around the world.
Sunrise on the Reaping became a #1 Worldwide Bestseller the first week of on sale.
Fans Around the World Share in the Excitement
“I love how one book can bring together so many people and cultures.” -- @thetributefromaus, Australia
“The coolest idea!! So excited to hear the story read across the globe!” -- @dearestmockingjay, USA
“@editorarocco Vamos Brasil” -- @allmockingjay, Brazil
“This is going to be more amazing than the moon landing” -- @mockingjay_files, USA
“So so SO honored to be part of the Hunger Games Family!” -- @drigopaniagua, Spain
“Loooove the idea!!!! @lesouffledesmots let’s go France.” -- @themockingjaysnest, France
“So proud to participate this! Greetings from Finland.” -- @Annukkasalama4real, Finland
“The international love for this series makes me soooo happy” -- @literaryjordan, USA
“I am so honored to represent Denmark” -- @marenlemb_boeger, Denmark
“I’m so honored to be part of this.” -- @martilevv, Italy
“Oh this is going to be PERFECT” -- @panemtourguides, UK
“This gonna be a good day!!! So cool to see fans involved.” -- @hungergamesaustralia, Australia
