NEW YORK — Syfy, through its new vampire/werewolf/
ghost-themed drama series Being Human, will
sink its teeth this month into a social-media affiliation
with the American Red Cross to promote National
Blood Donor Month.
The “Be Human: Give Blood” campaign allows
consumers visiting the Facebook pages of Syfy or
Being Human throughout the month of January to
pledge to give blood and to find out where they can
go to donate blood to their local American Red Cross
chapter by selecting from a select number of cities
represented by systems participating in the promotion.
Once a city is chosen, the consumer is taken to
a local landing page that affiliates can brand and tag
with their logo.
Nearly 20 affiliates have already signed up to
participate in the promotion, including Time Warner
Cable Dallas, Cox Communications in Phoenix, Charter Communications in Los Angeles
system, and Comcast’s Seattle system.
More than 50 systems will run a spot co-branded spot featuring Being Human
cast member Sam Witwer that drives consumers to facebook.com/syfy to pledge
their blood, or participate in other promotional activities.
Being Human, which debuts on Syfy today (Jan. 17), follows three roommates —
a vampire, a werewolf and a ghost — who try to live their lives as humanly as possible.
“Syfy’s Being Human promotion provided the ideal platform to partner with the
Red Cross and offer our distributors a one-of-a-kind, turn-key way to engage in the
social media space in a pro-social way,” said Brian Hunt, senior vice president of
marketing and sales strategy, TV Networks Distribution, for NBC Universal.
— R. Thomas Umstead