Syfy is sole sponsor of a coming (Nov. 22-April 26) exhibition at New York's Museum of Modern Art on filmmaker Tim Burton, creator of Edward Scissorhands, The Nightmare Before Christmas and the imminent Alice in Wonderland with Anne Hathaway and Johnny Depp.
As a bonus, Syfy can adapt an original Tim Burton short animation (pictured left and seen at this link) for 30-second brand messages across those NBC Universal TV properties of which Comcast is so enamored.
"It's kind of hard to explain, but one of his fanciful, imaginative characters kind of inflates the MOMA logo, and it's scored by Danny Elfman," Blake Callaway, Syfy's VP of brand marketing, said Thursday.
"We'll take a version of that, and also attach ‘presented by Syfy' and the other messaging that we want to get across."
New Yorkers might see it in such NBCU venues as Taxi TV and on Channel 4 (WNBC-TV) during the Christmas tree lighting at Rockefeller Center.
Syfy president Dave Howe said Burton embodies the net tagline "Imagine Greater."
"Not only is he a creative genius but he's also in the entertainment space in a very kind of populist and accessible, relatable way," Howe said. "Everything he does has that combination of smart, intellectual, amazingly creative, but also brings in a potential new audience who just enjoys the entertainment value of what he creates."
MOMA benefits from Syfy's promotional platform, and Syfy gets a "good, tangible experience we can send people to," Callaway said.
Including advertisers, who'll get private tours. And consumers who are lucky enough to win a planned sweepstakes for an "imaginative weekend" in New York, Callaway said