Twitter Is Marketing Tool for Sci-Fi

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The Sci-Fi channel is Twittering. Like marketing imitating art -- or something -- the channel has turned to in a tandem promotion of its original prime-time series "Eureka," and the lead-up to the show's season three premiere and its appearance at this week's Comic-Con International in San Diego.

Technically, it's not the channel that's Twittering, rather it's one of the show's, er, characters: S.A.R.A.H, or the Self-Actuated Residential Automatic Habitat. That would be a house for all of you who don't speak Sci-Fi.

The show, about a high-tech community somewhere in the Pacific Northwest inhabited entirely by brilliant scientists whose innovations frequently go awry, is very much technology-centric (think "Northern Exposure" meets "Dr. Who"), so it would seem appropriate that it maintain an online presence in the guise of an amorphous fictional character.

Twitter is a micro-blogging platform that allows instant communication between users through text-based posts of under 140 characters, or "tweets." There is already a smattering of websites similar in scope, but Twitter appears to be the first to be tapped for its marketing cachet.

S.A.R.A.H.'s Twitter stream does its part by posting enigmatic tweets, hinting at plot points in the upcoming season and offering veiled clues to viewer inquiries about possible developments. According to her home page, she'll also be providing Comic-Con updates, via the cast members present at the event. (Seeing as how she's a house and all, she can't really get there herself.)

The campaign, created by Minneapolis-based Fallon, was designed to actively engage the show's fans in real time, according to Fallon rep Nikki Meirath, who added that "Twittering adds dimension to characters and to the show."

Fallon, which markets several NBC Universal properties including the Sci-Fi channel, launched the feed last week, and plans to maintain it through the first eight episodes of "Eureka."
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