SYFY Audience Reconnection
SYFY network had seen declining audience engagement and affinity. Ahead of the 2017 San Diego Comic-Con activation, we initiated a major effort to reconnect with our audience and reframe what SYFY meant to them and vice versaComponents
• Major 5-prong audience research and polling including social, TV, and in-person panels• New aesthetic brand art developed with a retro feel to connect with nostalgia of audience• New programming licensing to ensure audience engagement• Updated tone and personality – “embrace the geek”Results
• Viewers loved “embrace the geek” – increasing social engagement by 37% (after Comic-Con event!)• Comic-Con panels and audience participation was highest ever for SYFY• The campaign and messaging resonated so well the network doubled down and continued embracing their inner geek!