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Syfy takes marketing tie-ins to new depths

e9th (652576) writes | more than 2 years ago

0

e9th (652576) writes "The Sci-Fi Channel, which once brought us the final three seasons of MST3K, then became the supernatural reality fixated Syfy, has really done it this time. It's already pitching advertisers on integrations into Defiance, the coordinated TV series and multiplayer online game that it plans to introduce in April 2013.

Advertising Age tells us that the complicated nature of the project, in which plot points will appear on the TV show and in the game at about the same time, requires bringing in marketers earlier than usual. For example, the post-apocalyptic Defiance, "...could have a highway with rest-stop signs, and one of the signs could have a Burger King symbol. When they get off the highway, they find a Burger King that survived the universal war," said Nicholas Beliaeff, senior VP-development for Trion Worlds.

The article continues: Media typically get consumed in a lean-back fashion, as with TV, or a lean-forward stance, as in gaming and the web, said Mike Rosen, president-investment and activation at Starcom MediaVest Group. " 'Defiance' is a groundbreaking paradigm that links both media [types] and allows brands to be more immersive than they could be as part of TV or a video game alone."

It's disturbing that Comcast, which already owns Syfy, is also a major investor in Trion Worlds, the publisher of Defiance.

Is this the future of television?"

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