# Online Guessing Game Campaigns This Catching Fire Ad Campaign Uses Instagram to Engage Fans By Andrew Sztein | Published 2013-03-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/catching-fire-ad References: [mashable](http://mashable.com/2013/03/05/hunger-games-instagram-posters) & [instagram](http://instagram.com/CapitolCouture) It seems like there’s no shortage of creativity when it comes to promoting something over [social media](https://www.trendhunter.com/trends/hijack-socialization), and this clever Catching Fire ad campaign is no exception. The promoters of the highly anticipated second installment of The Hunger Games film trilogy are turning this Catching Fire ad into a field day for [Instagram](https://www.trendhunter.com/trends/chair-ades-challenge) fans. Simply put, the promoters are posting [couture fashion pictures](https://www.trendhunter.com/trends/asos-inspired-by) of empty chairs and getting the fans to guess which Hunger Games’ character will appear in what chair. The characters of Effie and Haymitch have already been unveiled as of this writing, leaving three empty chairs left to fill. The Catching Fire Ad campaign is called ‘Capitol Couture,’ a reference to the evil and extravagant Capitol empire from the books and films. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 56% | Activity: 63% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Social Media Advertising:** Advertising campaigns that make use of social media platforms like Instagram can effectively engage fans and generate buzz. - **Gamification:** Designing campaigns to be interactive and engaging, such as in the form of guessing games, can significantly increase audience participation. - **User-generated Content:** Encouraging fans to contribute to campaign content can create a sense of community and loyalty, as well as increase social media reach through sharing. ### Who This Affects Most - **Entertainment:** Film and television marketers can use interactive social media campaigns to build hype and anticipation before a release. - **Fashion:** Clothing brands can integrate pop culture and character-inspired collections into their marketing to cultivate a dedicated fanbase. - **Technology:** Developers and startups can create platforms or tools to enable influencers and businesses to easily launch interactive social media campaigns. ## Related on Trend Hunter - [Imaginative Fantasy-Inspired Campaigns](https://www.trendhunter.com/trends/canva-spotlights.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Interactive Fashion Horror Games](https://www.trendhunter.com/trends/the-room-by-gentle-monster.md) - [Furniture-Inspired Acting Games](https://www.trendhunter.com/trends/chair-ades-challenge.md) - [Major Fan-Centric Candy Campaigns](https://www.trendhunter.com/trends/skittles-obsessed.md) - [Outdoor Cooking-Focused Campaigns](https://www.trendhunter.com/trends/solo-stoves.md) - [Review-Based Marketing Campaigns](https://www.trendhunter.com/trends/amazon-campaign.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Authentic Connection Campaigns](https://www.trendhunter.com/trends/hijack-socialization.md)