When fighting for your life – or watching others do so – who wouldn’t want fresh breath?
That’s vaguely the premise behind a partnership between movie website Fandango, celebrity and pop culture video content producer Young Hollywood and breath mint brand Mentos, which are teaming up on a 10 -part video series that will count down to the release of the second film in the Hunger Games trilogy, Catching Fire, on November 22.
The series, Hunger Games’ Moments That Take Your Breath Away, seeks to tap into Millennial excitement for a movie in a series whose first installment grossed nearly $700 million worldwide per online movie publication and box office reporting service Box Office Mojo.
The first episode in the video series launches November 11 and is available via Fandango and Young Hollywood’s digital and social platforms.
The video series, which Fandango says is curated around “Catching Fire content,” features interviews with cast members, retrospectives on the first film and its characters, fan contests with prizes, fashion guides and links to purchasing Catching Fire tickets via Fandango.
According to Fandango, Mentos products will be “creatively integrated throughout the video series and in social media activations.”
That includes a nationwide contest inviting fans to make original Hunger-Games-inspired art with Mentos mints. Fans can take a picture or video of their work and submit their entry via Twitter to @YoungHollywood with the hashtag #YHCatchingFireContest. Five fan submissions will be selected to win a Catching Fire prize pack, Fandango says.
According to a Fandango rep, the movie site sold 22 percent of the opening weekend for the first Hunger Games movie.
Also per Box Office Mojo, the first Hunger Games movie grossed more than $150 million in its opening weekend in 2012.
“By combining Young Hollywood’s extensive video audience and Fandango’s movie ticketing capabilities, we’ve created a compelling new vehicle to reach the Millennial audience around blockbuster movies,” said Fandango President Paul Yanover in a prepared statement. “We’ve developed a very attractive opportunity for a unique brand like Mentos to be a part of the Catching Fire fervor.”
A Fandango rep was not available for further comment by deadline.
Craig Cuchra, senior brand manager at Mentos, adds, “This digital platform is where our customer is playing — we love that we can now play with them.”
Fandango services 22,000 screens in the U.S.
@YoungHollywood has 2.1 million followers.
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