Taken to Other Side
How do you reposition a cable TV network that speaks largely to Americans who believe in aliens and the fifth dimension? For starters, exploit RoperASW research showing that 72% of Americans (and 80% of 18-to-24-year-olds) believe the government is withholding information on UFOs and extraterrestrial life. Then, concoct a mobile tour and base it on a Steven Spielberg documentary about alien abductions airing exclusively on your network.
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| The Taken Experience lifted SCI FI to a new level |
The SCI FI Channel was determinded to break beyond its perceived mold as a haven for geeks and enhance affiliate relationships as it promoted the Spielberg 20-hour documentary Taken. So the network abducted LIME Public Relations & Promotions for an eight-market mobile tour.
Dubbed The Taken Experience, the 100-square-foot structure touched down in New York City, Boston, Philadelphia, Detroit, Chicago, Seattle, San Francisco and Los Angeles last fall. Free of charge, visitors could hear and see testimonials from UFO abductees and astronauts, explore collected evidence, send a message into space, experience a simulated abduction and see a 90-second trailer of the Taken mini-series. Visitors at each stop walked away with a CD-ROM with additional mini-series information and a special edition of SCI FI magazine.
Although science fiction/fantasy is the No. 1 entertainment genre, the SCI FI Channel didn’t have a strong connection with its viewers — or appeal to the masses. “We had never been close with our consumers, so the program was both a branding and promotion vehicle,” says Andrew Schulman, director of promotions and ad sales marketing at New York City-based SCI FI Channel. “This acted as a lightning rod, not only for our core audience, but for fantasy entertainment fans to come and sample the channel.”
“The genre has exploded since E.T.,” says Jim Anstey, director of brand action at New York City-based LIME. “And that meant everything we did had to have top creative standards.” LIME worked with CMI, New York City, on execution and creative, and Seattle-based Neverstop for audio-visual effects.
T-Mobile, IBM and Diamond Trading Co. sponsored The Taken Experience and local radio, print and Web site ads supported.
The Vivendi Universal Entertainment-owned network, which celebrated its 10th anniversary last year, took a double risk in airing the Spielberg documentary on consecutive nights over a two-week period during the fourth quarter. The risk paid off: Taken made SCI FI the No. 1 basic cable network in primetime for the two weeks it aired and gave the network its highest ratings ever.
The promotion also improved relations with cable affiliates. The network hosted preview parties for affiliates and local advertisers in each of the markets. Each affiliate supported the tour with more than 200 cross-channel spots.
The tour itself received more than 3,000 visitors per market, totaling nearly 25,000 active participants. The average time spent in the exhibit was 30 minutes — twice as long as was expected.
It didn’t hurt that there isn’t a middle ground when it comes to the topic of alien abduction, Schulman says. “People have a true opinion on it — they either believe in it or they don’t.”
SUPPORTING CAST
THE SCI FI CHANNEL: Andrew Schulman, Adam Stotsky
LIME PUBLIC RELATIONS & PROMOTIONS: Jim Anstey, Jennifer Landers, Kelli Suozzo
