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The TikTok live launch event disclosed Olivia Rodrigo as the film’s secret unannounced musical artist and gave viewers a sixty second preview of the song. Joining fans in attendance at the Times Square were the film’s stars Tom Blyth, Rachel Zegler, and Josh Andrés Rivera, watching as the spectacle kicked off with a clip from The Hunger Games: The Ballad of Songbirds & Snakes, followed by a live, 50-plus-member choir singing “The Hanging Tree.” Fans saw the reveal on TikTok.

Following the announcement of TikTok’s Out of Phone offering during Advertising Week, TikTok and digital out-of-home innovator DIVE Billboards have tapped into the creativity of the Hunger Games community and brought to market the first Out of Phone: Billboard activation that leverages TikTok creator led content together with a live experiential moment and shares it with Hunger Games fans in Times Square and beyond.

In a fan-first approach a custom TikTok Branded Effect was developed to allow fans and creators to put themselves virtually into the iconic movie poster. This allowed creators and fans to personalize what it would be like if they were cast in The Hunger Games movie. Those who posted TikToks of themselves utilizing the Branded Effect had the chance to be #billboard famous.  It was a fun way to pay tribute to the fans of the franchise and create buzz and excitement for the new movie.

The entire event, including Olivia Rodrigo’s appearance, was live streamed across the Lionsgate, The Hunger Games, and IMAX TikTok handles and broadcast on the iconic TSX Entertainment billboard with full audio.   Deploying the new Out of Phone offering from DIVEive Billboards and TikTok, the event was the first of its kind  to combine a Billboard showcase with a live experiential event.

Huge thanks to the ensemble of talented teams below and big shoutout to Dani Otero and team at Lionsgate, this was a spectacular collaboration.    Our partners at TSX Entertainment - you are rockstars!