The plan stretched far and wide, but the most robust example of our strategy was a ground breaking digital experience, dubbed The Infinite OZ. The idea, born out of the media group, and inspired by the Zoomquilt, invited users to journey down a fantastical re-imagination of Oz at www.road2oz.com. To execute the site, we armed world-renowned CG artists with the script and they created our flash-enabled world. The site took users on an immersive trip down SCI FI’s version of the yellow brick road. The target was driven to the experience through blog seeding and digital partnerships. The Infinite OZ was also turned into high definition TV spots which ran on the SCI FI Channel’s own air.This iconic use of the yellow brick road continued through every aspect of our plan. Communications ensured the target sensed both the familiar and unfamiliar during every Tin Man experience.

#1 show on ad-supported cable in over two years.4.7 HH rating (62% higher than projected).Highest-rated miniseries of 2007, and in the channel’s history.#1 cable network in primetime all three nights.18 million viewers (70% new to SCI FI).Website received 3 million visits.