Follow the white rabbit

Aki Spicer

Syfy overcame scepticism towards its rebrand from Sci Fi by getting viewers to engage with the channel and follow Alice's white rabbit online and onto the streets of New York

In 2009, after many successful years of growth with highly rated shows like Battlestar Galactica and Eureka – the TV network formerly known as Sci Fi announced that it was undergoing a brand evolution and even changing its name to Syfy, a more ownable and global designation to distinguish the brand from the category.

The Syfy evolution was intended to indicate to viewers that the brand was extending beyond a genre towards a more broad-reaching audience. While this evolution wasn't radical (the network was already showcasing wide-ranging content like Ghosthunters and Tin Man), some segments of Syfy's most loyal viewers became vocal sceptics about the pending new face.