Integrated Communications explores the process of creating big ideas that translate across a variety of mediums. Through a series of assignments, students will learn to strategize and execute high-impact campaigns.

Brand: Caprica
Show History
Caprica is Scyfy channels newest television series. It serves as a prequel to Battlestar Galactica
(also known as BSG), a series that developed a big cult following as well as critical acclaim
during its five year run. Set 58 years before the events in BSG, Caprica tells the story of the
Graystones and the Adamas, two rival families who come together after losing members of their
family to a terrorist attack. The show premiered with a two-hour movie a year before beginning
its regular weekly schedule. This first episode was made available on itunes, Hulu and torrents,
and it is estimated that through t.v. and Internet about 3.6 million people saw the first episode.
Why do we need to advertise?
Viewership has been steadily declining on every subsequent episode aired. Our objective is to
increase viewership
Target audience
Mostly male 20-30 years of age.
What are they like? What is the role of the brand in their lives?
They have either graduated or are currently in college. They are not the stereotypical nerd, they
have a social life, they have girlfriends, they go out. But they are Internet savvy and keep and
read blogs. They have a Facebook profile and they check it regularly. They watch science fiction,
and when they see a show or movie they like, they are lifelong fans.
In one simple sentence or phrase, what do we need to communicate?
Witness how the end begins.
Any additional information:
The number one complaint on the message boards is that the show is boring. However, the series
has only aired five episodes, and the fifth episode saw a slight increase in viewership over
episode four. The shows producers have hinted that things will pick up in March. The series is
intended to be accessible to old and new fans alike, and as such, no prior knowledge of Battlestar
Galactica is required.