Sometimes the internet does your work for you.

For this weekend’s marathon of the Hunger Games film franchise, E!’s marketing team turned a viral meme into a promo, and then the promo itself went viral.

It all starts with the 2014 "Josh Hutcherson Whistle Edit," a fan-created music video set to a cover of Flo Rida’s “Whistle” dedicated to Hunger Games star Hutcherson. In the movies, Hutcherson plays Katniss Everdeen’s (Jennifer Lawrence) fellow District 12 competitor Peeta Mellark.

When Hunger Games’ prequel A Ballad of Songbirds and Snakes came out late last year, the meme started circulating again. TikTokkers began inserting the video, and Hutcherson’s face, into funny places as a joke – kind of like a Gen Z version of a Rick roll – and the meme took off.

So, it made perfect sense for E! to get in on the joke, Rick roll (Josh roll?) their viewers and get a little extra mileage out of the meme in time for this weekend’s marathon. And bonus: TikTokkers began filming the promo on their TVs and posting that, giving it a lot more bang for its buck and racking up 2.5 million views thus far.

As one TikTokker remarked: “Gen Z marketers have been freed from their leashes and the results are unhinged!"

E! Movies We Love: The Hunger Games Marathon runs all weekend on E!

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