Farm targets gamers in multimedia Sci.Fi channel work

The Sci.Fi channel has identified gamers as its key audience and is launching a multimedia campaign through Farm Communications, introducing the strapline "Play 'til your thumbs bleed" to promote its national Ultimate Gamer competition.

The competition, which is being held in association with Sci.Fi's sister Vivendi Universal companies, UCI and UIP, will aim to increase the channel's number of viewers.

Planned by Rocket, activity kicks off on Monday 19 May and comprises cinema, TV, specialist gaming, online, press, in-store advertising and merchandising.

The ads challenge contestants to "Play 'til your thumbs bleed" and invite them to call a premium number to win a place at one of the events. The events will be televised for inclusion in Sci.Fi's Ultimate Gamer programme.

Press titles carrying single- or double-page spread ads include Official PlayStation 2, PlayStation Gaming Max, Official PlayStation Tips, PSM2 and Official PlayStation Special. Rocket will also insert 20,000 postcards into other Future Publishing titles.

Additionally, a 60-second cinema spot will run before feature films including The Matrix Reloaded, Johnny English, Phone Booth, X-Men 2 and 2 Fast 2 Furious at all 35 Universal-owned UCI cinemas.

The drive will be supported by teasers and interstitials running on the Sci.Fi channel.

The campaign was written by Johnny Watters and Christian Bunyan and art directed by Emily Portnoi. The cinema spot was directed and created in-house at the Sci.Fi channel.

As the deal was done largely with Vivendi Universal companies, no media buying agency was involved.