Technology saving the day is nothing new in sci-fi… on-screen, that is. Off-screen it’s a different matter. But when Sci Fi channel execs saw viewing figures for Eureka plateau they decided to use Twitter to regenerate a buzz around the programme.
Having exhausted a range of scientific anomalies throughout three series, execs realised it was the idiosyncratic residents of genius-town Eureka that kept viewers coming back for more. Twitter proved an ideal opportunity to let fans converse with the show’s characters.
It was decided the most likely ‘twitterer’ would be the show’s talking house, SARAH. SARAH observed all the characters but couldn’t participate directly, which made her the perfect candidate to talk to people about the secrets of the show.
Any Twitter users that had mentioned Eureka in their posts were targeted in order to build up a loyal online group quickly. SARAH interacted with them in character, under the Twitter username _S_A_R_A_H_ . Some of her tweets even served as teasers for upcoming episodes.
The campaign served its purpose. Eureka traded in its plateau for another rating peak, reaching 2.1 in viewing figures – nearly 20% higher than the target increase. SARAH conversed with over 4,100 Twitter users.