SciFi Channel plans to fight geek image

PR agency Unity has just bagged an interesting brief from the SciFi Channel to challenge 'the popular misconception that its audience are sad, lonely geeks who spend lots of time in their bedrooms'.

As part of the campaign, Unity hopes to exploit said geeks' spending power, says co-founder Nik Done.

According to the channel's research last year, there are almost seven million self-confessed geeks in the UK, who spend a staggering £8.2bn a year.

This kind of buying power makes the geek army an 'aspirational, socially dominant driving force with the power to make or break billion-pound brands and products,' Done explains.

Journalists will be targeted with a series of 'experiential packages' to help them become fully immersed in geek culture.

Diary looks forward to an afternoon in Unity's offices playing Dungeons & Dragons, putting on Mr Spock ears, playing with model trains and painting plastic models of fighter planes.

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