Media Kitchen is aiming for close encounters in an unusual campaign for the Sci-Fi Channel's upcoming $40 million miniseries, Taken.
The ad effort be gins next week and will peak during Thanksgiving weekend. The New York media shop's buy includes plac ing UFO-like im ages into packages of photos developed by San Francisco-based Snapfish.
As part of the estimated $25 million campaign, 700,000 photos that show a couple and what could be a UFO will be inserted into the photo packages—which consumers may get at Snapfish stores or at other developers that use Snapfish technology—during the next few weeks. The photographs' reverse sides featureTaken's logo and cable air dates.
The effort also includes a traveling interactive exhibition on UFOs and a 45-second trailer that will run in movie theaters starting Thanksgiving week end. Besides Sci-Fi's on-air promo spots, TV commercials for Taken will run during programs like The Late Show With David Letterman. Creative was done in-house.
"We're combining fact and fiction in very subtle, interactive ways," said Media Kitchen chairman and CEO Paul Woolmington.
Taken, produced by Steven Spielberg and DreamWorks SKG, debuts on Dec. 2. It focuses on three families affected by alien abductions, incorporating key events in American history.