Syfy Monday looked to drum up noise for tonight’s premiere of mini-series Childhood’s End with a street-based marketing campaign based on the show’s portrayal of an alien invasion.
Syfy today in New York City dispatched hundreds of volunteers in all white attire to hand out gift cards branded with the hastag #ThankYouKarellen in recognition of Childhood's End's central alien character Karellen, who oversees the Earth following the peaceful invasion by the alien “Overlords."
In addition to the $5 gift cards, Syfy on Monday also made donations to five Salvation Army kettle collectors around Manhattan. At the end of the series event – which is based on Arthur C. Clarke’s novel –Syfy also said it will donate 100 coats, scarves, gloves and hats to the New York Cares coat drive. (see a review of the series here)
The network’s marketing campaign for Childhood’s End follows the network’s early video-on-demand preview for another new series, The Expanse (see review), which also premieres tonight. Syfy made available the first episode of the space-themed series on various VOD, TV Everywhere and digital platforms a full month in advance of tonight’s debut.