Nina Lassam: "Instead of relying on the off-screen personalities and public appearance of the writer, director and major actors to sell the film, The Hunger Games marketing campaign has pivoted around the story itself" ...
"The film’s marketers have used Twitter, Tumblr and Facebook to direct people to an interactive microsite called thecapitol.pn. Visitors can register themselves as citizens of the fictional city, interact with other residents and become district mayors. In other words, the site was a gateway into the Hunger Games story."
--> Most good stories can sell themselves
Via The Digital Rocking Chair