SONY / LIONSGATE
Looking to scare up new audiences for FEARnet, a small cable channelLooking to scare up new audiences for FEARnet, a small cable channel in the emerging world of horror and sci-fi, Sony/Lionsgate reached out to JxTwo for tools and tactics to drive brand visibility. We partnered with the internal creative team to create a complete branded language, expression, and graphic toolkit to bolster the network strategy and re-launch the FEARnet brand. Then, we put the new identity to work in range of targeted executions that included ads in fan mags like “Fangoria,” high-profile outdoor campaigns in NYC, live hosted events, Comic-Con activations, and programming stunts with Mountain Dew.
As a result, FEARnet’s profile rose, prompting Comcast to buy out itsAs a result, FEARnet’s profile rose, prompting Comcast to buy out its partners. With Sony and Lionsgate out of the picture, Comcast dismembered FEARnet, so it couldn’t cannibalize Chiller and SyFy, its new NBC Universal properties in the same genre.