• by Staff Writers , September 5, 2008

Finalists - Online Media Branding

Fallon: Mary Duncan, group media director; Rocky Novak, associate media director; Amber Paukner, media supervisor; Andrea Brazelton, media planner; Adam Chorney, director of connection planning; Matthew Kuzelka, connection planner. Sci Fi: Blake Callaway, vice president of marketing; Dana Oritz, director of off-channel marketing and promotions; Mozhgan Setoodeh, marketing manager. Spark: Laura Valentino, associate media director; Matthew Kiszka, media supervisor.

Fans of Battlestar Galactica are 85 percent more likely to be heavy DVR users. Fallon Minneapolis had to get more of them to watch live episodes of the Sci Fi Channel's mostly underground hit series, especially the premiere episode of its final season.
A key online media effort used a blacked-out, full-screen message on a popular fan site just before the premiere that said, "Get the 'Frak' off the Web," an effort to push core fans of the show to the TV screen. The result was a click-through rate to scifi.com of 4.83 percent, well above the entertainment average. The season premiere of Galactica was the most watched episode ever.