The “Wow” Files
Last month, Sci Fi, the science fiction channel, unveiled to viewers its name change to Syfy, a trade-marketable brand name that reflects a broader range of imagination-based entertainment.
But it was months before, in March, that parent company NBC Universal announced to advertisers and the media at the start of the upfront season that Sci Fi was evolving into an on-air and online media destination. A variety of promotional products were developed to communicate the attributes of the brand both at the upfront and for sales reps to use going forward.
“Everything we did really needed to hang together, and we wanted [upfront attendees] to take away that this is all about imagination, forward thinking and future growth,” says Shari Weisenberg, vice president of strategic marketing for Syfy. “[The promotional products] are what people remember the most because it’s the thing that’s left on their desk or they take home.”
Syfy sent a creative brief and logo to Axis Promotions, which handled the branded merchandise program, looking for products that would speak to the new tag line: Imagine Greater.
“They wanted something that people had never seen. Things that have that wow factor,” says Tara Koppel, executive vice president of sales at Axis Promotions.
Here’s a look at the takeaways:
Ice Cream Maker
Cost: $20.70
Quantity: 240
Branding reinforces programming on DVICE, a lifestyle Syfy Web site that talks up the hottest gadgets. A review of the ice cream maker was included on the site.
Lighted Mouse
Cost: $18.75
Quantity: 250
Syfy logo lights up when in use.
Light Up Journal
Cost: $18.65
Quantity: 300
Logo on the cover lights up with the touch of a button.
The Web Cam
Cost: $62.50
Quantity: 1,700
Microsoft Web cams let advertisers view an online destination that included a media kit.
Bubble Calendar
Cost: $35
Quantity: 100
Full-year calendar, 48 inches by 18 inches, with customized push-pins that identify programming available on Syfy for the upcoming season.
The Goal: Gifts and reminders for advertisers
Promotional Products Distributor: Axis Promotions www.axis.com
