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In 2009, Entertainment Weekly created an integrated campaign that teased our audience about the premiere of the final season Battlestar Galactica on SyFy. This campaign provided our audience with an exclusive hint to ?who the final Cylon? is via an in-book promotion, text alert campaign, and BSG themed-games and photo galleries on EW.com.
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Custom SyFy listing announcing the Text Alert campaign in EW Extras in the 1/9/09 issue; Text alert encouraged readers to text to receive a hint about who the final cylon is. Those users who did not opt-out also received a tune-in reminder for the premiere of Battlestar Galactica on the morning of the premiere.
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Sponsorship of Editorial SyFy ?Pick the Final Cylon? Bracket Game.
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Editorial Photo Gallery sponsorship 1 of 2: SyFy/BSG ?The Final Cylon, Revealed?
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Editorial Photo Gallery sponsorship 2 of 2: SyFy/BSG ?Who is the Final Cylon? We Set Odds?
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PLUS! One the comments posted on EW.com?s comment board for one of the Photo Galleries referenced the ?Text Alert? program ? showing true engagement with the EW brand and interaction between Entertainment Weekly magazine and EW.com.
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BSG also received homepage roadblocks with pushdown the day of the premiere.
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As part of the text campaign, EW sent a custom Eblast sent to 6,000 Front Row Panel members (VIP subscribers) deployed on 1/5/09, encouraging our readers to test for a chance to receive a hint about who the final cylon is.