To support the premiere of its new original scripted series Being Human, premiering Monday, January 17, at 9PM (ET/PT), Syfy has developed a diverse nationwide marketing campaign called Being Human is Harder Than it Looks.
Press Release from Syfy
NEW YORK – January 17, 2011 – To support the premiere of its new original scripted series Being Human, premiering Monday, January 17, at 9PM (ET/PT), Syfy has developed a diverse nationwide marketing campaign called Being Human is Harder Than it Looks.
The campaign will range from a first-ever affiliate promotional partnership with Facebook and the American Red Cross (Be Human. Give Blood); a soundtrack of new music from burgeoning artists featured on the show to be distributed on platforms like Pandora; Tweet Up screening parties with Flavorpill; a New Year’s Day “New Year’s Resolution” campaign appearing both on-air and off channel, national advertising in holiday blockbuster movies and branded Screenvision segments to a syfy.com Guide to Being Human.
In Being Human, vampire Aidan (Sam Witwer), ghost Sally (Meaghan Rath) and werewolf Josh (Sam Huntington) share their secrets and a Boston brownstone. Together they try their best to be human while navigating the complexities of living double lives. Mark Pellegrino (Lost) co-stars as Bishop, Aidan’s charismatic but menacing vampire mentor.
Executive producers are Michael Prupas (The Kennedys, Pillars of the Earth), Jeremy Carver (Supernatural) and Anna Fricke (Men in Trees, Everwood) who are both writers/showrunners, and Rob Pursey and Toby Whithouse. Irene Litinsky is series producer and Adam Kane (The Mentalist, Heroes) is co-executive producer. Muse Entertainment is producing the show’s 13 one-hour episodes, which is based on the acclaimed UK series created by Toby Whithouse.
Said Blake Callaway, Senior Vice President, Brand and Strategic Marketing, Syfy: “This humorous and provocative series is the centerpiece of our new winter programming season. By utilizing a wide range of partners and viewing platforms, from the Tournament of Roses to music platforms like Pandora, we’re promoting this imaginative program to the widest possible audience.”
HIGHLIGHTS OF THE BEING HUMAN MARKETING CAMPAIGN
AFFILIATE MARKETING PROMOTION -- Participating affiliates ran a combined schedule of 250 Being Human cross-channel premiere and continuity spots in exchange for rewards points redeemable for a variety of prizes, including consumer electronics and gift cards through Syfy’s “humanbook” online incentive site.
Additionally, Syfy’s Being Human partnered with American Red Cross for a pro-social initiative, and, for the first time ever, offered a social media affiliate campaign extension through “Be Human. Give Blood.” During the month of January--National Blood Donor Month--affiliates were provided with a taggable co-branded spot featuring cast member Sam Witwer encouraging consumers to pledge their blood and were offered a chance to participate in a turn-key, customizable Facebook component. Participating distributors opting into the social media extension were able to create a branded “Being Human” Facebook page that encouraged consumers to pledge blood and provided information on local donation sites.
FLAVORPILL PARTNERSHIP – Flavorpill plugs its younger-skewing readers into the next hot topic in entertainment and pop culture, fostering and promoting the arts, entertainment, and nightlife in New York, San Francisco, Chicago and Los Angeles. Working with Syfy, they will bring their readers together in those four markets at “Being Human Tweet Up” premiere screening parties, which will include themed drink specials and giveaways.
MUSIC – Syfy will connect music fans to the new artists and bands such as Sea Wolf, Wintersleep, Royal Wood, Hannah Georges and We Are the City, who will be showcased on Being Human. The songs will be available for download and streaming through Pandora, Shazam, syfy.com and mobile platforms with streaming capabilities.
CINEMA – Major national buys in holiday blockbuster movies such as Oscar contender The Fighter, Tron Legacy and Chronicles of Narnia: The Voyage of the Dawn Treader. The wide-ranging cinema plan includes a partnership with Screenvision, the leading innovator in cinema advertising, for an exclusive seven-week in-theatre campaign to support Being Human. The campaign will run in front of more than 25 million moviegoers, 502 cinemas, 5,256 screens – with more than 13 million impressions -- and include a :90 content segment and in-lobby digital programming.
NEW YEAR’S RESOLUTIONS – National on-air and off channel Being Human character spots revealing their humorous New Year’s resolutions of the supernatural lead characters and encouraging viewers to resolve to watch the series on Syfy aired during the Tournament of Roses, among other outlets.
SYFY.COM – The Guide to Being Human will feature tips on topics like “6 Ways to Be Seen When You’re Invisible” and “What Not to Do on a Date With a Human,” and weekly poll questions on various situations like dealing with roommates, neighbors and the afterlife. Fans will be able to check-in with GetGlue to earn exclusive Being Human stickers, as well as share their experiences through Facebook and Twitter. Armed with Flipcams, Sam Worthington and Meagan Wrath will share their experiences on set and behind the scenes. Full episodes of Being Human will be available on Syfy Rewind along with enhanced episodes featuring audio commentary by the show’s cast and producers, as well as bonus clips from upcoming episodes.
Syfy is a media destination for imagination-based entertainment. With year round acclaimed original series, events, blockbuster movies, classic science fiction and fantasy programming, a dynamic Web site (www.Syfy.com), and a portfolio of adjacent business (Syfy Ventures), Syfy is a passport to limitless possibilities. Originally launched in 1992 as SCI FI Channel, and currently in more than 98 million homes, Syfy is a network of NBC Universal, one of the world's leading media and entertainment companies. (Syfy. Imagine greater.)
Rick DeMott
Animation World Network
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