Fast Company has an in-depth look at Lionsgate's use of social media to promote The Hunger Games. Marketing agency Ignition worked with the studio to create a complex campaign across many products and services — a Facebook game, a HTML5 demo site created with Microsoft, an iOS game from the developer of Canabalt (above), and more, together with the obligatory Twitter and Tumblr initiatives. There were also decisions to be made over what parts of the movie to reveal, whether or not to pitch fans against each other Twilight-style, and how to handle the overall tone of the campaign, with "only one wins" considered a more positive message than "23 kids get killed." The movie has more than 6 and a half million "followers" across various platforms, and the studio plans to maintain this following for leverage when the inevitable sequels appear.