[07/12/11 - 11:56 AM]
Syfy Supercharges "Alphas" Campaign With NBCU Partnership, Hispanic Marketing and Shazam
Placements and partnerships will include Telemundo, Mun2, and Univision channels and Latin targeted radio buys.

[via press release from Syfy]


Syfy's Summer Campaign for Newest Original Series Launch Features: Innovative NBCU Cross Promotions in Wimbledon, Le Tour de France, Futbol Estelar, and America's Got Talent

The Largest Hispanic Media Buy in Channel History

Shazam Partnership in Theaters

YouTube Style Videos - "Found Footage" to Showcase AlphaPowers

NEW YORK - July 12, 2011 - Syfy sets its sights on summer with a supercharged marketing campaign supporting its new drama series Alphas, where ordinary people possessing extraordinary powers team up to solve a new brand of crime. The series premieres with a 90-minute episode on Monday, July 11, at 10PM (ET/PT), presented with limited commercial interruption by Verizon.

To promote Alphas with its team of superhuman lead characters, and reach a new generation of superhero fans, Syfy introduced a series of "found footage" videos that highlight the extraordinary accomplishments of seemingly ordinary people. < http://www.alphapowers.com> The short videos tie into the idea behind the origin of the show. Some of the amazing videos people might have captured on YouTube, or posted on Facebook, might actually be the work of Alphas.

Many of the summer's hottest sporting/entertainment events on television will also incorporate similar Alphas messages asking their fans "is it talent or is it Alpha powers?" Wimbledon, Le Tour de France, Futbol Estelar and America's Got Talent in partnership with NBC, cable channel Versus, and Telemundo, have all gotten in on the innovative cross promotional campaign.

Recognizing the importance of the young tech savvy Hispanic audience, Syfy will make its largest Hispanic media buy ever. Placements and partnerships will include Telemundo, Mun2, and Univision channels, Latin targeted radio buys in the New York, Chicago, Los Angeles and Dallas markets and a digital presence on Batanga, Pandora, AOL Latino and Yahoo! En Espanol.

Also, for the first time ever; Keep Your Phones on for this portion of the program. Moviegoers have been flocking to the multiplexes this summer to catch the latest Hollywood blockbusters. Now, audiences will be able to Shazam a :90 Alphas trailer in Screenvision theatres across the country and receive bonus content in front of titles such as Green Lantern, Transformers: Dark of the Moon, The Hangover Part II, Pirates of the Caribbean 4 and X-Men: First Class.

Finally, as a nod to superhero fans, Syfy will have a significant presence in more than 90 Marvel Comic titles including Spider-Man, The Hulk, Iron Man and X-Men.

Said Blake Callaway, Senior Vice President, Brand and Strategic Marketing, Syfy: "Alphas, with its superhuman yet relatable characters, is a new kind of show that can really breakout this summer. We are really excited to work with other NBCU nets to make the show "super" relevant for fans, as well as showcase Alphas to the very important and growing Hispanic market."

Debuting as part of Syfy's new Monday night original scripted programming lineup (leading off with Eureka at 8PM and Warehouse 13 at 9PM), Alphas follows a clandestine group of average citizens with amazing abilities operating within the U.S. Department of Defense and led by preeminent neurologist and psychiatrist Dr. Lee Rosen (Emmy Award-winner and Academy Award-nominee David Strathairn/Temple Grandin, Good Night, and Good Luck).

The ensemble cast also stars Malik Yoba (New York Undercover, Why Did I Get Married?), Warren Christie (October Road), Azita Ghanizada (Castle), Ryan Cartwright (Mad Men, Bones) and Laura Mennell (Watchmen). Alphas is a production of Universal Cable Productions and BermanBraun Television. Executive Producers are Zak Penn, Ira Steven Behr (The 4400) and Gail Berman, Lloyd Braun and Gene Stein for BermanBraun.

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 99 million homes, Syfy is a network of NBCUniversal, one of the world's leading media and entertainment companies. (Syfy. Imagine greater.)

  [july 2011]  


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