NEW YORK: NBC Universal's Sci Fi Channel is due to launch a campaign this week that uses the forthcoming promotion of the second season of the TV series Eureka to promote energy-efficient homes.
Together with the Alliance to Save Energy, an energy-conservation coalition that includes a number of businesses, the Sci Fi Channel will use Web sites, media outreach, newsletter communications, and extensive advertising on its channel to promote a contest whose winner will receive an energy-efficient home makeover. Providing the makeover are the alliance, the Edison Electric Institute, and other sponsors that include corporate, trade association, and government partners.
Sci Fi Channel EVP and GM Dave Howe said the audience for Eureka - a show about a town of geniuses whose sheriff and his daughter live in a "smart house" that thinks and talks - ties in perfectly with the channel's larger Visions for Tomorrow public affairs effort. Launched last fall, that campaign aims to encourage individuals, organizations, corporations, and policymakers to effect "positive change," including in the fields of energy and the environment.
"This campaign is a great way for us to go beyond merely being an entertainment brand to doing something that, from a viewer and audience perspective, says something new and different and fresh about the brand. [It] also positions us as being very responsible [and] very forward-thinking and progressive in terms of how we think about the world around us," Howe said.
The channel will promote the home makeover contest during the second season of Eureka, which starts in July. Promotion will include TV ads and information on the Web site, http://www.scifi.com/homemakeover, which will go live on June 26.
Selection of the winner will be based on an online questionnaire and a 250-word essay.
Rozanne Weisman, director of communications and marketing for the alliance, said participation of local and national officials at the unveiling of the newly refurbished home, wherever it may be, should generate additional media coverage.
The new campaign will also promote the alliance's ongoing Six Degree Challenge campaign, encouraging energy efficiency in homes.