IMAGINING GREATER AT COMIC-CON by NMA ENTERTAINMENT & MARKETING for Syfy Channel

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IMAGINING GREATER AT COMIC-CON

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

Credits & Description

Category: Event and Field Marketing
Advertiser: SYFY (PART OF NBC UNIVERSAL)
Product/Service: CABLE TELEVISION 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)
Director, Off Air Marketing & Promotions: Dana Ortiz (Syfy)
Senior Vice President Marketing: Brand and Strategic: Blake Callaway (Syfy)
Senior Vice President Marketing: Global Brand Strategy & Creative: Michael Engleman (Syfy)
Media placement: PDF - Presentation Board Document - 21/7/2009

Describe the objective of the promotion.
July 2009 marked a monumental moment in the history of SCI FI Channel. The network would undergo a brand evolution with a name change to Syfy and new tagline, “Imagine Greater.” This evolution was taking place days before the network’s largest consumer event of the year, Comic-Con International. With over 125k attendees and countless exhibitors, Syfy’s mission was to “Imagine Greater” by breaking through with innovative, buzz-worthy promotion. Syfy took a calculated risk of exiting the show floor, and needed to create a non-traditional space outside the Convention Center, where they could still feature programming and introduce their evolved brand.

Describe how the promotion developed from concept to implementation
Syfy decided to create a pop-up experience in the Gaslamp Quarter – outside the Convention Center via partnership with Mary Jane’s Café at the Hard Rock Hotel. Inspired by the fictional café in Syfy’s popular series, Eureka, Syfy seamlessly transformed the restaurant into an immersive experience dubbed “Café Diem by Syfy,” a fully operational new dining experience. One-of-a-kind Syfy immersive experience, featured: • Signs (inside/outside) replaced with Café Diem by Syfy • Syfy creative floor-to-ceiling, including on tables, chairs, and walls • Branded napkins, coasters, barware • Limited-time menus with all items featuring Syfy-inspired names • Syfy content on TVs

Describe the success of the promotion with both client and consumer including some quantifiable results
Café Diem resulted in 9,000 guest checks (serving tens of thousands of fans) during the course of the convention, tripling the restaurant’s sales from the prior year. Based on its central location, it is estimated that over 150,000 people passed by the venue. Café Diem amplified beyond San Diego through social media, generating an array of Tweets and Facebook updates. 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 activity generating well over 59M impressions. Café Diem by Syfy was an extraordinary success for the network.

Explain why the method of promotion was most relevant to the product or service
Syfy sought a promotion that would prove to be buzz- and press-worthy - Café Diem did just that! In their ninth year at Comic Con, Syfy was expected to return to the show floor with their standard booth, using that space to promote shows and interact with fans. Syfy decided to turn left when other entertainment brands were staying the course, and break-away from the clutter. Taking inspiration from their new tagline, “Imagine Greater,” Syfy reinvented the traditional consumer trade show presence by exiting the show floor and creating an immersive fan experience that got consumers and the industry talking.