After the feeding frenzy of last year's Sharknado, Syfy approached marketing the sequel, Sharknado 2: The Second One, with social media at the forefront. The first film proved our audience had a huge appetite for inventive ways to interact with the film, and Syfy was determined to build on the success in new and creative ways.
One partnership we are particularly proud of was with Philips, the global leader in lighting.
Syfy and Philips created the first ever television content-focused immersive lighting experience, which was designed to promote the watching of Sharknado 2: The Second One on the Syfy Sync app.
Fans that paired the iPhone and/or iPad Syfy app with Philips Hue lightbulbs while watching the movie were treated to a specially designed "light track" – a visual soundtrack – that added a heightened layer to the movie-watching experience.
The app detected audio cues from the Sharknado movies and translated them to the web-enabled Hue system. Fans were then enveloped in the onscreen action through ambient lighting effects as the bulbs change colors to reflect the increasingly stormy weather conditions, chainsaw-induced shark carnage and more throughout the two movies.
Syfy is consistently looking for innovative ways to tell stories, and our core audience has shown a keen interest in multi-platform experiences. This made the Philips partnership the perfect opportunity to make the action leap from the television and second screen to viewers' homes, creating an even more immersive Sharknado experience.
For Philips, it offered a creative way to highlight the unique and innovative lighting experiences they are able to provide.
Sharknado 2: The Second One achieved unprecedented success in the social arena and is now the most iconic example of how technology has fundamentally transformed how consumers and media can interact.
By any measurable account, the Sharknado franchise has been a huge win for the network. In addition to being the highest rated original movie ever, it has aired in more than 100 countries and reinforced the strength of the network as well as the brand of the movie.
A highly anticipated sequel is planned for July 2015. Social media is already buzzing, and our Digital department is already thinking of how to top themselves.