To launch season three of makeup show “Face Off,” Syfy sweetened the deal. The network created an alliance with Dylan’s Candy Bar – a premiere Manhattan candy destination. Window transformations used candy to underscore niche artistry. Syfy also created an ice cream flavor (Face Off Freeze) and cocktail (Party Your Face Off). In- store branding included point-of-purchase displays, video coloring and photo booths, fun not flash. Social media geo-targeted New Yorkers for free cone day, which the Syfy credits for upping viewership.