Fallon’s media department and the SCI FI Channel has launched a promotional campaign for the Tin Man mini-series, debuting in December. The SCI FI media team at Fallon took the idea of an infinite world microsite to promote Tin Man by giving viewers the opportunity to experience the fictional world of the Outer Zone — SCI FI’s version of Oz.
Tin Man is a re-imagining of the literary classic, The Wonderful Wizard of Oz, starring Zooey Deschanel, Alan Cumming, and Richard Dreyfuss. The six-hour, three-part miniseries will premiere on the SCI FI Channel from December 2 through December 4 at 9:00pm ET/PT.
To build interest and excitement among viewers for the show’s premiere, SCI FI, in collaboration with its media planning agency Fallon, is inviting people to visit www.road2oz.com and experience the OZ through a Flash-based technology. Infinite OZ is a fantastical reimagination of the journey down the yellow brick road. A Flash-enabled digital experience, Infinite OZ allows visitors to literally dive into SCI FI’s new take on this classic tale. During this interactive journey, users can either sit back and enjoy the scenes, or they can pause the action to learn more about each scene through videos and photos from the production of the miniseries. Inspired by the never-ending technology of ZoomQuilt, Infinite OZ serves as the first step for a wholly new idea of what a TV advertising campaign can be. ZoomQuilt was originally created by designers looping Flash scenes together, allowing a seamless journey from scene to scene.
“The Infinite OZ is exactly the kind of deeply immersive and interactive experience that
our audience has come to expect,” said Adam Stotsky, Executive Vice President, Global Brand Strategy and Market Development, SCI FI. “It’s both a strategic and an innovative way to get
consumers to connect with Tin Man.”
The strategy for the promotion of the show is to allow viewers to dive into the experience of Tin Man in order to evoke classic Oz memories, and help explain SCI FI’s new adaptation of the Wizard of Oz story. “We realized early on that people’s instinct will be to compare Tin Man to the original Wizard of Oz,” said Amy Sheil, group media director at Fallon. “We embraced this—and wanted to create a cool, imaginative marketing campaign in order to promise a cool, imaginative miniseries.”
To embrace the artistry behind this tale, Fallon’s interactive group and SCI FI worked with renowned digital production company B-Reel to secure some of the most talented CGI artists in the world. These artists created their own visions of scenes from the miniseries, revealing information about the storyline, environments, and characters. This collaboration has led to the creation of an unforgettable and immersive digital experience.
About Fallon:
Fallon Worldwide, one of the world’s most critically acclaimed, creatively driven branding companies, manages the consumer voice of some of the world’s leading brands, including Sony, Nestlé Purina, TIME Magazine, Holiday Inn, Holiday Inn Express, ASDA, National Car Rental and Alamo Rent A Car, and Orange. Fallon Worldwide is a global network of Publicis Groupe, based in Paris, and has 500 employees worldwide. The company has offices in Minneapolis, London, Singapore, São Paulo, and Tokyo. Additional information can be found at www.fallon.com.
About SCI FI:
SCI FI Channel is a television network where “what if” is what’s on. SCI FI fuels the imagination of viewers with original series and events, blockbuster movies, and classic science fiction and fantasy programming, as well as a dynamic Web site (www.scifi.com) and magazine. Launched in 1992, and currently in 92 million homes, SCI FI Channel is a network of NBC Universal, one of the world’s leading media and entertainment companies.
