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Pocket Jeunesse chooses to launch its awaited Hunger Games 2 novel on mobile

The world's leading mobile marketing agency, announces today that Pocket Jeunesse chose a predominantly mobile-based campaign for the launch of its highly awaited Hunger Games sequel.

Pocket Jeunesse and Suzanne Collins plunge fans of the young Katniss into the gloomy Hunger Games universe. In a near future, in a post-apocalyptic world, the State, aka The Capitol, imposes terror thanks to a reality show that the whole population is compelled to watch: 24 candidates, randomly selected within the 12 districts fight to survive. Only one will remain: the survivor.

The Hunger Games series are primarily written for teenagers and young adults, who are mobile owners and strong mobile content consumers. Pocket Jeunesse thus gave priority to mobile for the launch of the second volume of the series, which was released on May 6.

Phonevalley opened the Hunger Games 2 mobile site on May 6, available on m.hungergames.fr. It immediately plunges readers in the fascinating universe of the book thanks to a video and a short synopsis. Visitors can then access a quiz to test their Hunger Games survival skills, and share their results with their friends through Facebook Connect. Details are provided on the 5 main novel characters, their strengths and weaknesses, and free Hunger Games wallpapers are available for download.

Phonevalley encourages impulse purchases and set up m-commerce links which allow people to order Hunger Games 2 directly from the mobile site, through Amazon and Fnac.com.

To generate traffic on the mobile site, Phonevalley designed a mobile media plan from May 6, the day of the book release, to May 29. It is based on banner placement on the most popular mobile sites among young adults like Skyrock, Allociné and Dailymotion. Hunger Games 2 also benefits from special displays on the Fnac.com mobile site in its "New Books" section.

Alexandre Mars, Phonevalley CEO and Publicis Groupe Head of Mobile, is thrilled: "I am delighted that a publisher like Pocket Jeunesse empowers its editorial events and releases with the mobile media. Their readers are both eager to read suspense stories and to consume mobile content. And they are ready to buy their favorite series as soon as they are published!"