To rise above the cacophony of Media Experiences, Syfy sought to transcended traditional promotion by prioritizing organic digital engagement and experiential immersion.
With a background in marketing and digital, I revolutionized Syfy events and activations integrating innovative technology, apps and social media experiences that incentivized consumer engagement and created trackable ROIs for their immersive experiences
Leveraging my experience in the start-up sector, I provided the background and capabilities necessary to help the clunky, corporate entity pivot and develop new experiential initiatives when viral trends struck.
With years of marketing experience, I was able to help ensure that all physical and digital activations articulated the unique brand story Syfy was seeking to tell.
To captivate the SXSW audience, I assisted Syfy in the conception and launch of the Defiance Container Village experience—a convergence of real-life and virtual worlds. Modeled after the show’s iconic “Container Village.”
The approach transcended traditional promotion, prioritizing organic digital engagement and experiential immersion.
The immersive space featured shipping container homes, where guests could plug in their tech and recharge while eating Korean BBQ and previewing the game. They could also visit the “Need/Want Social Bar,” tweeting their needs and wants for a chance to have their needs or wants fulfilled, amplifying organic engagement.
The results spoke volumes: Over 3,500 visitors flocked to the activation, with 700 revelers having their Needs and Wants satisfied.
Syfy’s Defiance Container Village epitomized the essence of brand activation, seamlessly melding physical and digital realms to craft an unforgettable experience.
In a mere two weeks, the Hard Rock Café underwent a dramatic transformation from it original brand centric concept to a shark extravaganza, captivating over 50,000 consumers. The immersive experience boasted an Instagram Shark booth, inviting fans to plunge into the frenzy digitally.
A downloadable app allowed attendees to Sharknado their photos, leaning, once more, into consumers to create content that would amplify the Sharknado phenomenon.
Syfy’s bold pivot not only embraced the zeitgeist, but demonstrated the company’s prowess in crafting unforgettable experiences that transcend the screen, engaged audiences, and left lasting impression on fans and industry alike.
