Ryan Lochte, Gabby Douglas… Katniss Everdeen?

“Hunger Games” fever spilled over into the Olympics when archery was announced the #1 cable ratings winner with an average of 1.5 million daytime viewers.

In the novels and movie, title character Katniss trains herself to be a skilled archer, using her talents to provide for her family and survive in the Hunger Games arena.

NBC Sports Chairman Mark Lazarus credits “Hunger Games” with attracting interest in younger demographics.

No surprise, considering both the popularity of the series and the increase in archery sales since the release of the film.

However, some strategically placed tweets during the games surely helped as well. 

The archer who trained Jennifer LawrenceKhatuna Lorig, competed for the United States, and NBC Sports Network capitalized on the connection. 

NBCSports directly promoted Olympic archery using the #HungerGames hashtag and referencing title character, Katniss in its tweets.

Lorig eventually lost the gold to South Korea's Ki Bo Bae

nbc sports tweetTwitter / @NBCSN

nbc sports tweet Twitter / @NBCSN


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