[01/18/07 - 03:14 PM]
Sci Fi's Marketing Campaign for 'The Dresden Files' Casts a Supernatural Spell on TV Crime Dramas
The cable channel details its marketing campaign to promote the show's launch this Sunday.

[via press release from Sci Fi]


NEW YORK � January 18, 2006 � SCI FI launches an original new marketing campaign to promote 'The Dresden Files,' a fresh supernatural take on the television crime drama, which premieres Sunday, January 21 @ 9 PM ET/PT, as lead-in to the Channel's critically-acclaimed series, 'Battlestar Galactica,' which begins airing in its new timeslot, Sundays at 10 pm (ET/PT).

Based on the best-selling novels by Jim Butcher, 'The Dresden Files' stars Paul Blackthorne ('24') as Harry Dresden, a Chicago-based gumshoe who just happens to be the city's only practicing Wizard. While other law enforcement officers see fingerprints and bloodstains, fiber samples and footprints, Harry knows there's more than meets the eye at every crime scene and that forensic evidence is not always what it seems.

Whether consulting for the police or working on his own cases, Dresden often perceives the paranormal at work and does battle with the forces of darkness to crack to the toughest cases. "With an imaginative paranormal take on criminal investigations, Harry Dresden takes fans of the popular crime drama on a guided tour into the unknown," said Adam Stotsky, Senior Vice President, Marketing, SCI FI. "'The Dresden Files' campaign leverages a broad array of media to engage science fiction and crime drama fans alike in exploring Harry's strange world."

To launch the new supernatural crime series, SCI FI Channel will turn the procedural crime drama on its ear. Private Eye and resident Wizard, Harry Dresden, comes out swinging against the purely scientific approach to criminal investigation in a multimedia promotional blitz. The campaign includes a customized television roadblock; print, radio, online placements; national book retailer and publishing tie-ins; in addition to an online gaming element.

--A January 11th media roadblock to promote the series and its spin on the truth beyond forensics involves such media as broadcast and cable morning news shows, newspaper and national radio and on-line placements.

--Harry knows all too well that science can't explain everything. The campaign reveals, "when leads fail, and evidence lies�with a little bit of magic, he can solve the biggest crimes." In a series of customized off-channel spots prominently appearing within 'CSI' and other procedural crime drama strips, Harry Dresden offers to come to the rescue when cases go cold on popular syndicated crime dramas.

--In a mock yet heartfelt Letter to the Editor of 'Wired" and "Scientific American" magazines, Harry Dresden takes aim at skeptics who dismiss the paranormal by hiding behind science. Written specifically to address the void between science and religion, Dresden stakes his reputation on his intimate understanding of the occult and challenges the scientific community to take a broader view on the unexplained.

--Harry further builds his case or the paranormal in The Dresden Files key art spreads appearing in various consumer magazines.

--A partnership with Barnes and Noble includes national in-store promotion of Jim Butcher's upcoming Penguin Books novel with Dresden series tie-in.

--Fans can join Dresden's battle against the forces of darkness in an interactive, online game of Soul Pool. Help Harry beat the devil and save the girl's soul at www.TheDresdenFiles.com

--The supernatural invades the Internet when SCI FI employs the use of vibrant media to hijack keywords into the unknown. SCI FI has also purchased key words such as "Harry" and "wizard."

SCI FI Channel is a television network where "what if" is what's on. SCI FI fuels the imagination of viewers with original series and events, blockbuster movies and classic science fiction and fantasy programming, as well as a dynamic Web site (www.scifi.com ) and magazine. Launched in 1992, and currently in 86 million homes, SCI FI Channel is a network of NBC Universal, one of the world's leading media and entertainment companies.

  [january 2007]  

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