One Small Step... A Sci-fi Convention
Emily Lodge
The brief is to get the target audience engaged with Syfy through the clear passion for the sci-fi genre, not just the channels own programming. ‘One Small Step...’ is a weekend long sci-fi convention running at the QEII Centre, London to bridge the gap between Syfy and their audience, creating an interactive and exciting environment for all sci-fi lovers. 1/10
Research
Syfy & The Audience
Emily Lodge
Research shows that while the target audience knows about the Syfy channel, they are not tuning in to watch what it has to offer. This is due to the programming now available on other channels and online, which is of the same or similar genre. Sci-fi fans are interested in channels which are truely passionate about the genre and are not bias.
Creating engagement in the brand is what is needed to keeping a consistent and strong audience. Important sci-fi moments, films and TV shows should be celebrated and continuously supported to show a clear passion for the genre. Showing this passion openly and consistently is what will keep the audience interested and willing to engage with the brand over others as it shows that the audience and their views are important to the brand. 2/10
The Convention Concept & Application
Emily Lodge
This weekend long annual convention is dedicated purely to the sci-fi genre and all it has to offer. Linking to the idea of passion for sci-fi and what makes it great, the monumental moments of sci-fi fiction and non-fiction have been considered. One of the greatest sci-fi moments ever was the moon landing for its huge leap forward for mankind. This moment inspired a generation, and also created one of the most memorable quotes of all time.
This quote - ‘One small step for man. One giant leap for mankind’ is the inspiration to the concept for this convention and its name. It also plays on the idea of how one small moment can make such a big impact - much what this convention is about in aiming to get the audience involved with the Syfy brand and channel. Associating with something so monumental in history shows a clear appreciation for all sci-fi, whether it is real or created. 3/10
Convention Events Emily Lodge
The convention is built up of a number of events, exhibitions and workshops that will run throughout the weekend. With numerous guests from sci-fi greats such as Alien and Firefly, to more recent shows like Continuum, there is an array of opportunities for sci-fi fans to meet, ask questions and get involved with the shows and their cast and crew. Events include Cast Panels, Spotlights, Signings, Exclusive Previews and Behind The Scenes Previews.
As well as these, there are a number of other events. An interactive event for those who attend is the ‘Fan Voted’ - a series of films/TV Episodes all voted for by the public. There is also a number of exhibitions on show, with a special exhibition into the works of Ralph McQuarrie. More interactive events running include a variety of workshops throughout the days, and continuous sessions of live gaming of past and present sci-fi video games. 4/10
Website
Purchasing Tickets
Emily Lodge
The immediate link between the audience and convention is on the Syfy website where there is a portal to the convention. This is where users are able to purchase their tickets, see the schedule and get all the information they need to be able to plan their trip and book places into workshops and limited events. This is also where users can vote on the ‘Fan Voted’ showings and take part in competitions to win a place and VIP access to limited events. 5/10
Convention Collateral Goody Bag & Merchandise
Emily Lodge
When arriving at the convention a goody bag will be received. This contains all the information needed for the weekend, promotions for exhibitions and a variety of freebies, such as posters and sci-fi quote coasters. As well as the goody bag, there are a variety of material which can be purchased or picked up across the convention. 6/10
Convention Collateral Goody Bag & Merchandise
Emily Lodge
There is an Event Planner, which allows the holder to to look through the schedule and create their own plan for the weekend. A venue floor plan map is also be given for ease of access. Printed material that can be picked up around the convention include booklets for each of the exhibitions, detailing the featured items and surrounding context. There is a number of Ralph McQuarrie limited prints available to purchase from that exhibition. 7/10
Interactive App In The Convention
Emily Lodge
Along with the printed material given, those who attend the convention have the option to download the App. This App allows them to view all the content digitally and create their weekend schedule. Events can be added and deleted from their schedule easily, with clear times shown for every event, and a floor plan map to aid in way finding. There is also options to set reminders and view live feeds of other events they are unable to attend. 8/10
Way Finding
Around The Convention
Emily Lodge
A variety of way finding will be throughout the convention. These mainly consist of printed material giving directions, however there is also prints of the convention identity and famous sci-fi quotes. This is to create a fully consistent environment around the venue. Arrows and floor paths are utilised to help people get around the venu, with large numbers on each of the floors to help show exactly where they are. 9/10
Promotion
Large Scale Campaign
Emily Lodge
To promote the convention a large scale media campaign will be used around cities, supporting the online presence. These play on the concept for the convention in the use of imagery and text, presented in a clear and simple way to really put the message across to the viewers quickly and simply.
10/10