[06/16/10 - 02:02 PM]
Syfy Launches Multi-Media Marketing Campaign Behind Second Season of Warehouse 13, Most Successful Series Ever, Which Returns July 6
YouTube, Comic Con, Brooklyn Bridge Park and Xbox 360 are among its marketing partners.

[via press release from Syfy]


Broad spectrum of marketing platforms and partners include Mobile, Social, Cinema, Print Partnerships, Local Affiliates, VOD and even Signs of the Zodiac!

New York, New York - June 16, 2010 - To support the second season of Warehouse 13, Syfy's most successful series ever, the channel is joining forces with a diverse array of partners - such as YouTube, Comic Con, Brooklyn Bridge Park and Xbox 360 -- for a multi-media marketing campaign reaching consumers via social networking sites, mobile, fast food chains, VOD, summer movie blockbusters, outdoor 3D screenings and affiliate promotions.

Warehouse 13 kicks off its sophomore season Tuesday, July 6, at 9PM (ET/PT). In its first season, Warehouse 13 became the all-time Syfy leader in total viewers (4.1 million), Adults 25-54 (2.1 million) and Household ratings (2.9), based on Live+7 DVR data.

In making the announcement, Blake Callaway, Senior Vice President, Brand and Strategic Marketing, Syfy, said: "As viewers told us by the millions when they made Warehouse 13 the smash hit of summer 2009, the series has universal appeal. Warehouse 13 is a witty, character-driven adventure series featuring relatable stories with an imaginative twist. In this season's marketing campaign, we are committed to bringing even more fans to the popular show."

Syfy.com looks for answers in the stars as Warehouse 13 brings the power of the Zodiac to America's Attic. In each episode of season two, a symbol of the astrological calendar will be hidden and/or referenced at various points in the on-screen action. Viewers can watch the episode on Syfy, and then come to Syfy.com's Warehouse 13 site to show off their detective skills, answer questions and point out where they spotted that week's symbol. Afterward, they'll be able to enter a sweepstakes to win prizes

Syfy.com's Warehouse 13 site will contain several innovative new games such as Agent Profile Center, where users can create their own agent profiles, which is also available as an iPhone App. The site will provide full episodes the day after they premiere on-air, along with mini-documentaries, video blogs and sneak peeks, as well as cast Twitter feeds.

Syfy will fill the Warehouse with social butterflies ranging from YouTube, Facebook, Meebo, and takeover Yahoo! Messenger, along with custom content (including video embedding and season pass recaps) created for digital distribution partners from iTunes, XBox 360, Zune, Amazon.com, Hulu and IMDb to Sony Play Station.

Starting immediately, consumers can get caught up on Warehouse 13 season one digitally on Syfy.com, VOD and Hulu.

Complementing outdoor media in New York, Los Angeles, Chicago and Detroit, Syfy will promote the series at more than 1,300 fast food and restaurants like Carl's Jr., KFC and Wendy's.

Syfy marketing for Warehouse 13 will have a strong nationwide presence in the summer's most hotly anticipated movies: Eclipse, Jonah Hex, Knight and Day, The Last Airbender, The A-Team and The Karate Kid. The channel is also partnering with AMC Theatres on a special promotion, enabling moviegoers to win $13 gift cards courtesy of Warehouse 13.

Syfy will be promoting Warehouse 13 at outdoor movie festivals. For the third consecutive year, Syfy will sponsor Brooklyn Bridge Park Conservancy's outdoor film series Movies with a View. This year's partnership with Time Out New York will be highlighted by the country's first ever RealD 3D outdoor screening on Thursday, July 15 with Monsters vs Aliens. Syfy will also promote Warehouse 13 at the Hudson River Flicks outdoor movie series, running July 7-August 18.

To support Multichannel Video Programming Distributors (MVPDs) in driving revenue generating units and local ad sales, Syfy will be offering the "Warehouse 13 Pick & Pack Promotion." This flexible, turnkey opportunity will feature a Warehouse 13 branded Web site where participating affiliates can redeem points to select -- via a virtual forklift -- cutting-edge electronics and gift cards to warehouse stores. The enrollment deadline is June 22. The promotion will run through August 17.

Continuing its major media presence at ComicCon in San Diego July 21-25, Syfy will present a Warehouse 13 talent panel along with Warehouse 13 themed menu items, among other tasty treats, at Caf´┐Ż Diem, the channel's official Convention headquarters.

Warehouse 13

Warehouse 13 follows two Secret Service agents who find themselves abruptly transferred to a massive, top-secret storage facility in windswept South Dakota which houses every strange artifact, mysterious relic, fantastical object and supernatural souvenir ever collected by the U.S. government. The Warehouse's caretaker Artie (Saul Rubinek) charges Agents Pete Lattimer (Eddie McClintock) and Myka Bering (Joanne Kelly) with chasing down reports of supernatural and paranormal activity in search of new objects to cache at the Warehouse, as well as helping him to control the Warehouse itself. The series also features Allison Scagliotti as Claudia, Artie's apprentice in the Warehouse.

Warehouse 13 is produced for Syfy by Universal Cable Productions. Jack Kenny (The Book of Daniel) is Executive Producer and showrunner.

Universal Cable Productions creates quality content across multiple media platforms for USA, Syfy and other networks. A leader in innovative and critically acclaimed programming, UCP is the studio behind USA's Royal Pains, Law & Order: Criminal Intent, Psych, In Plain Sight, Covert Affairs and Facing Kate, as well as Syfy's Eureka, Warehouse 13 and Caprica. The studio also produced the long-running series Monk and Battlestar Galactica. UCP is a division of NBC Universal.

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 96 million homes, Syfy is a network of NBC Universal, one of the world's leading media and entertainment companies. Syfy. Imagine greater.

  [june 2010]  


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