SciFi rebrands to Syfy, really???
When millions of eyeballs are on the line it usually takes a pretty hefty budget to make sure you keep them. You better come up with something cool. When you’re messing with a brand that’s beloved with cult-like obsession, you better do something really special… unless (gasp!) you’re not worried about the core that’s gotten you here.
Now, admittedly, I was “on the fence” when I heard SciFi was re-branding to Syfy and still can’t imagine being in that meeting!
Check out the whole slew of creative posted at ProudCreative.com, the agency behind the work.
When I caught The Dirty Blog article revealing the creative behind Syfy’s new campaign I couldn’t help but check it out and it’s very cool! It’s cool enough to cut through the clutter and probably “wow” enough to be memorable but, on the surface, it just doesn’t seem to have that special something to win hearts and minds. At least not those of super sci-fi fan club realm.
An overhaul, not an evolution. At a glance it seems that Syfy is shooting for even bigger audiences than it’s geeky core can give while probably assuming the core will hang in there regardless. The work that’s posted is pretty impressive. There is, however, one odd ID that caught my eye because it looks like they just couldn’t get a purple plasma-like build of the Syfy logo to work.
Can Syfy keep the geeky? I just happened to check Twitter and couldn”t believe it, Syfy was trending! Scanning the tweets you realize pretty quickly that sci-fi fan’s are not impressed with the new look, check out a cross section of Scifi vs Syfy tweets at here > Scifi vs Syfy: Twitter Attacks . If you look even closer perhaps you’ll see the opportunity I saw to give that core audience their own online community. While the uproar is pretty much hatred for change, there’s still a love for the content in spite of Wrestling (as many comments show) and a large geeky audience to drive over to a new online resource for the “SciFi” crowd. So the question is, will Syfy step up and keep the geeky? Let me know your thoughts in the comments! What about you? Love it or hate it? Please comment!
My tweet went something like this when I heard about the change:
-Richard
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