Lionsgate’s “Can’t Catch Me Now” campaign for the launch of The Hunger Games: The Ballad of Songbirds & Snakes seamlessly fused a live experiential activation with Digital Out of Home (DOOH) technology, creating a captivating, immersive experience. In the heart of Times Square, New York City, the activation featured a live choir performance of “The Hanging Tree” and the reveal of Olivia Rodrigo’s official song, drawing crowds and igniting global buzz.
By leveraging TikTok’s Out of Phone program and fan-first User Generated Content (UGC), the activation blended creator-led content with a dynamic live event, erasing the boundaries between the physical and digital worlds. Celebrity appearances, creator amplification, and a custom TikTok Branded Effect further energized the experience, driving real-time engagement and connecting audiences worldwide.

The Results

TikTok’s Branded Effect reached 30 Million+ creators on TikTok

The recap video saw 6.7 Million+ views on YouTube

Highlights

5 minute countdown clock to the live event

TikTok live streamed on platform + TSX Billboard in NYC

Unveiling of Olivia Rodrigo’s official song “Can’t Catch Me Now”

TikTok Out of Phone program transported UGC from platform to DOOH screens