Collaboration: Follow the white rabbit

The Sci Fi channel decided in 2009 to rebrand to SyFy. The challenge was to invite new viewers while not alienating its long-time fans.

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...

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