Syfy’s media team left no stone unturned. Upon touching down in the San Diego Airport, travelers were welcomed with Defiance digital boards, back-lits, wall-spectaculars and branded retail bags.

Those at the convention couldn’t miss the epic building wrap on the Marriott Hotel, overlooking the entire convention. Seen from every vantage point around Comic-Con, it signaled the enormous impact Defiance will have in the entertainment landscape. A Defiance branded upper-decker bus also patrolled the boulevard, acting as a mobile billboard. Syfy also transformed a highly trafficked restaurant to Café Defiance with branded windows and outdoor tables. Additionally inside the convention, a Defiance wall-scape hung within the pavilion trade-show & registration room.

To reach influencers, Syfy partnered with key vendors: TV Guide and WIRED. Branded tables and a DJ booth were purchased within the WIRED café. Defiance owned the TV Guide Yacht, a talent hotspot, with branded pillows and outdoor signage.

Defiance’s Comic-Con domination had a significant outdoor impact during the entirety of the convention and beyond!

Out of Home in San Diego (including Airport Takeover, Marriott Hotel Wrap, and Café Defiance) resulted in over 8.9 million impressions.

Over 413 million WIRED Café press impressions generated online.

An additional 14 million earned impressions from Press coverage in large online publications (Huffington Post, Entertainment Weekly, Gawker, etc.).

All in all, competitive clutter was shattered, enthusiasm ran rampant and over 48 million impressions were generated. A solid foundation was built for the April 2013 launch of this anticipated TV-series and Multi-Player Online Game.