This series focuses on creators and maintainers of fan sites for the most popular fandoms around. Fan site creators work as unpaid promoters for record labels, movie studios, book publishers, television networks, and more. They often put their own time and money into a marketing campaign for their favorite entertainment with little, if any, recognition from the creators.
In this series, I’ll interview these fan site creators to review the development of their site; their interaction with the writers, performers, and companies that benefit from their fan sites’ popularity; and the reason they’re passionate enough to work as unpaid promoters.
The Hunger Games.
We just can’t get enough of this dystopian adventure that plays like a first-person shooter here at QLP. I personally devoured the trilogy in about a week last month and am responsible for 2.3 more fans (one was a joint effort among QLPers to persuade).
With more casting news rolling in every day, the momentum of this stunning trilogy’s promotional power is only going to accelerate.
This interview features some key members in boosting that momentum. Along with the ladies of the Hob, who we interviewed a few weeks ago, the Hunger Games fans who run Down With the Capitol, are keeping the brand in the public eye.
In this interview, site administrator Theresa gives us the scoop on how she and her staff run Down With the Capitol, and what Suzanne Collins herself had to say!
Tell me about yourself.
My name is Theresa Morgan, and I am one of the Site Administrators for Down With the Capitol. I’m 37, married and a mother of two amazing readers. I’m one of those crossover statistics for YA fiction.
Arianna Ruiz, is our other Site Administrator. She’s 21 years old and lives in Northern California with her 4 cats, 4 guinea pigs, parrot, and a dog.
We also have three amazing friends and staff members who are invaluable to us, Shylah, Mary, and Flo.
How did you get into The Hunger Games?
Word of mouth! I had heard about the series from the Harry Potter community. Though it took way too long for me to finally pick up the first book, but when I did I was hooked immediately. I read Hunger Games and Catching Fire in less than a week and then had to wait for Mockingjay to be released. It was an excruciating wait!
When did you start the site?
The site started officially in September of 2010, after devouring Mockingjay. Arianna and I had been talking even before the last book was published about potentially starting a site for the series. Then one day over Twitter we just decided to go for it!
How much time do you spend on running Down With The Capitol?
Many times, it’s a 24/7 job. Never knowing when news will break keeps us on our toes, and we do our best to get it up as quickly as possible. Even when we aren’t posting news the staff is always thinking and talking about projects that are in the works, or new ideas we want to run by each other.
I’m not looking for numbers, but I’m curious to know if you put your own money into the site. What kind of financial investment and/or return is involved?
All the money we have put into our site has been our own, and that includes the majority of the prizes for contests. For some of our more recent giveaways we’ve had some wonderful donations from our affiliates, and staff members, and that has been an incredible help to us and a bonus for our readers/followers, as we have received some fantastic pieces.
What makes you so passionate about The Hunger Games that you’re willing to put all this time and money into the website?
We love the books, plain and simple. Okay, maybe a better term is we are obsessed with the series. Each of us has been touched uniquely by them. Personally I have never read a series that is more “real” and “honest” than The Hunger Games: a series that doesn’t end with the traditional happy ever after, and dares to show the true effects of war and depression, shaded with hope and love.
How has the site grown/changed?
We have gone through a lot of changes since our site launched. We have gone through several redesigns, and just recently, moved from Blogger to our own hosted site. The new home has allowed us to create even more areas to the site, including interactive pages for crafters, and fully detailed pages on the movie and actors. We have also gained new readers on a daily basis as more and more people are exposed to The Hunger Games trilogy.
What recognition or communication have you and your site gotten from Suzanne Collins, Scholastic, Lionsgate, the actors, or crew?
Suzanne Collins wished us luck on the site! Way back in the fall of last year when Suzanne was on her Mockingjay book tour, Arianna had the good fortune of meeting her, and told her about the site. Scholastic has been a wonderful cheerleader, not only for our site, but for all of the Hunger Games fan sites. When it comes to the film, Lionsgate has been fantastic about keeping us informed of new developments, as well as helping to squash those rumors that inevitably creep up from time to time. And we cannot say enough about the young actors who are in the film, portraying the tributes from the various Districts. They have been so open with us, and we love communicating with them through Twitter.
Have you had any negative interactions with anyone professionally associated with the publisher or movie studio?
No negative contact, all of our dealings with Lionsgate and Scholastic have been very positive. We have been working with Lionsgate to make sure our news postings are correct and accurate for the fan base.
What is the most frustrating thing about working on the site?
The occasional lack of recognition/credit. This does not happen all of the time, but occasionally we find that information we have put together is taken by another source, and not credited back to us. We work very hard on our site, especially our features, and news posts, and it is frustrating to see someone else post our stories word for word without even a mention of us as a source.
What’s the most rewarding thing about working on the site?
The interaction with other fans of the series has been the most rewarding. We are first and foremost fans of the series, and we love to “talk” about the latest news, as well as the books, so getting to communicate with so many people from all over the world has been incredible.
How do you think your website helps/affects the books and movie? How does it help/affect the fans?
With the readership of The Hunger Games growing by the day, sites like ours help to bring those new to the fandom up to speed with news and information about the books and film. We are a gateway between the filmmakers and the fans, helping to not only satiate the current hunger for news, but also to help garner excitement for new information that is yet to come. In many ways fan sites, keep that spark of interest alive when news is sparse. Discussions, speculation, and even minor news stories help to keep fans involved in the series on a daily basis.
What kind of feedback would you from like the publisher and/or movie studio?
We’ve all ready received wonderful feedback from Lionsgate and Scholastic, but we’d love to hear Suzanne Collins’ thoughts on our site. We’d love to know whether or not she has seen it, and what she thinks of our efforts.
What would you like people to know about your website?
We mentioned this previously, but we are fans of the series, and all our efforts on the site stem from our love for the trilogy. We work hard to keep up to date with the latest news, and we strive to offer unique experiences as well. Even now we have some fantastic new features in the works, and we can’t wait to unveil them to everyone. Our goal is to keep moving forward, growing as the films and the fandom evolve.
What businesses can learn from the Down With the Capitol:
- Your brand advocates can keep your brand awareness level high during a time where your company has few promotions or press releases to stay visible.
- By opening up a line of communication with your fans via social media, you will not only have the opportunity to promote positive aspects of your company but also make comments on less-than-flattering bits that have entered the mainstream.
- Offering prizes or giveaways for your followers is always a great idea, but having your biggest cheerleaders help decide who gets them can lead to even great fan engagement.
- Positive interactions with fans – even just expressing gratitude and keeping them up to date on new information – can fuel the fire of an already passionate supporter!
What do you think of fan sites and their creators? How can you incorporate some of these principles into your own business plan? Sound off in the comments below!
Until next time, keep expanding your brand!