UPDATE: On Tuesday, Lionsgate also released this hilarious deleted scene of Katniss (Jennifer Lawrence) undergoing some unconventional makeup.
The release of the first deleted scene on Monday, meanwhile, followed what has become a standard playbook for working fans into a lather.
Step one: Get everyone marking their calendars.
Step two: Activate the internet nerds.
Step three: Start trending.
The binary code led fans to a series of websites, where a message to tweet the hashtag #UnlockMockingjay was hidden inside the respective sites' HTML code.
This was involved.