Print: Fallon Minneapolis, Sci Fi Channel
Dec 1, 2008
Everyone knows the story of The Wizard of Oz. But if you're developing an updated TV version-as the Sci Fi Channel was doing with its Tin Manminiseries back in 2007- that familiarity might not be helpful.
The network asked Fallon Minneapolis to work up a multifaceted marketing campaign that would make Tin Mansstand out against previous minis on Sci Fi and attract new viewers. Fallon's effort had many components-an online experience at road2oz.com and themed events, to name just two-that escalated leading up to the December premiere.
The campaign also featured a highly innovative print element with The New York Times. Fallon worked with the paper's editorial department to produce a special spread with Tin Man artwork spilling over into archived editorial, including The Times' original review of the film in 1939. The insertion ran the same day as the premiere, Dec. 2, and since that was a Sunday, it was part of the Sunday Times package.
Like the movies' four main characters, Sci Fi got what it wanted. The network was the No. 1 ad-supported cable channel during the three nights of Tin Man's premiere. It was the highest rated miniseries in Sci Fi's history, beating projections by 62 percent.
And it racked up a Yahoo! Buzz Score that was 184 percent higher than anything else on the network in the previous year.
"Our insight was that people's instinct with remakes is to compare them to the original," says Rocky Novak, associate media director at Fallon. "Instead of fearing this comparison, we invited it. We used [the campaign] to promise that the Sci Fi Channel remake would both pay homage to, and provide a unique twist on, the original Wizard of Oz. Our partnership with The New York Times epitomized this approach. The use of archived Times edit helped position Tin Man as the next iteration of this classic tale."
For more Buzz Awards Coverage coverage:
2008 Buzz Awards Winners
Millions Are Talking: Do you know who is creating the buzz?
Grand Prize Winner: McDonald's Brave New World
Event Marketing: ABC Domestic TV, Dr. Scholl's for Her
Online: Proximity Canada, Alka-Seltzer
Viral Marketing: Goodby, Silverstein & Partners, Adobe Creative Suite
Music: The Marketing Arm, AT&T
Outdoor/Out-of-Home: Butler Shine Stern & Partners, MINI Cooper
Print: Fallon Minneapolis, Sci Fi Channel
Radio: OMD, Visa
Reality TV: Mediavest Worldwide, Herbal Essences
Scripted Television: R&R Partners, Valley Metro
Social Media: OMD, McDonald's
Sports: Mediavest, Sprite
Wireless: Moxie Interactive, FOX Studios/Jumper
Integrated Campaign: Campfire, Verizon/a>
Public Relations: Coburn Communications and AARP
User-Generated: Catapult Marketing, Pedigree
Film/Movie: Davie Brown Entertainment, Mountain Dew
Buzz People's Choice Awards