WHAT'S COOKING by NMA ENTERTAINMENT & MARKETING for Syfy Channel

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WHAT'S COOKING

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United States
Agency NMA ENTERTAINMENT & MARKETING
Creative Director Will Lee
Released July 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: SYFY NBC UNIVERSAL
Product/Service: CABLE TV NETWORK
Agency: NMA ENTERTAINMENT & MARKETING
Date of First Appearance: Jul 21 2009 12:00AM
Entrant Company: NMA ENTERTAINMENT & MARKETING, New York, USA
Manager Off Air Marketing & Promotions: Mozhgan Setoodeh (Syfy)
Creative Director: Will Lee (Syfy)
Coordinator Off Air Marketing & Promotions: RJ Cupelli (Syfy)
Vice President Brand Marketing: Dana Ortiz (Syfy)
Senior Vice President Brand & Strategic Marketing: Blake Callaway (Syfy)
Senior Vice President Global Brand Strategy & Creative Marketing: Michael Engleman (Syfy)
Media placement: Cafe Diem Menu - Café Diem (Hard Rock's Mary Janes) - 21/07/2009

Results and Effectiveness
The menus were an overwhelming success. By the end of the week all of the menus mysteriously vanished as guests left the restaurant. Fans posted their experiences and photos of the menus online through blogs and fan sites. Some menus can be found for purchase on sites such as eBay and can be viewed via youtube.com and various fan sites. Articles and interviews appeared in numerous trade and consumer media publications, websites and local media outlets - all taking notice of Syfy’s unique Comic-Con approach which generated well over 59m impressions making Café Diem an extraordinary success for the network!

Creative Execution
Syfy wanted to deliver a taste of each show to each and every customer who dined at Café Diem. This was done by creatively rebranding the restaurant’s existing menu offerings with Syfy menu offerings such as; Lou Diamond Flapjacks, Cylon Caesar Salad, Syfy Myty and Ghost Hunters Guzzlers. Creative imagery included key art from each of Syfy’s shows as well as a new Syfy logo and tag line, Syfy Imagine Greater. The back of the menu included a group photo of a sampling of Syfy’s cast representing multiple shows with a unique call to action. The menu encouraged customers to take photos with cast members they saw in the restaurant. Life-size standees of cast members were produced and displayed throughout the space. Resulting in a unique customer experience of seeing stars everywhere!

Insights, Strategy & the Idea
The overall objective was for Syfy to offer a personal experience to their fans and the 125,000 Comic-Con attendees. While rebranding an existing restaurant, Syfy realised they must take complete ownership of the space including the theme, creative, décor and food – resulting in the Café Diem Menu by Syfy. By leveraging the restaurant’s existing menu offerings, Syfy was able to market their programming through the creative renaming of menu and bar options.