Syfy is a science fiction channel launched only 6 years ago in Spain. It’s a pay channel, with low levels of awareness among the average viewer, advertisers and the industry press.In an ever-changing audiovisual landscape and a small budget, we had to create an annual campaign with very highly impactful actions that could:- position the brand within the genre across our three targets.

- define its brand personality, 'imagine greater' and to be the Steven Spielberg of television.

- generate brand love beyond the boundaries of the TV environment.Leveraging the well-known Mayan apocalyptic theory that claims the world will end on December 21st, what better than Syfy’s métier, film, and its genre, science-fiction, to create a series of actions that could pay tribute to the future extinction of the human race, giving them the opportunity to make the last year of their existence the most exciting one of their lives.

This is how 'The Credits of the End of the World' was born, a microsite linked to social networks where the earth’s 7,000bn inhabitants could interact with the screen credits of humanity’s greatest movie.

Active from the 1st of January and finalising on the world’s last day, the 21st of December, a series of complementary actions began that would feed the end of the world hype.

A website with inherent social capacity where: - We can look for and find ourselves, imagining what our role in the film was. ('Dream chaser', 'Master of the universe', etc.)- … and capture the magic moment when our name appears and on our social profiles: Facebook and Twitter. Without media investment, our influencers, Spanish and international, embraced the idea and shared it with their followers. Syfy decided to create Portuguese and English versions and extrapolate the action to a televised version of the credits.

In the launch and without media investment:- More than 10.000 visits, +70% involving interaction and second visits representing +40%. - Average time on site more than 1’ 30”.- Social network mentions connected more than 1m users to the credits.• Brand love generating spontaneous blog influencers, with an average of 400,000 followers, who became Brand advocates.- bebuffete (trends): “very fun project and excellent idea”.- La coctelera (advertising): “The idea is brilliant and simple”.- Humanity’s film broke new ground. Citizens around the world left their mark behind.• Media echoed the action: - Featured in key TV channels and marketing media.• Interest in Syfy:-180% increase in site traffic versus average levels.

- Several advertisers contacted with Syfy to collaborate in the actions related to the end of the world.