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SCI FI has often referred to the overall "Who Wants to Be a Superhero"
campaign as the biggest little campaign in the history of the channel.

With a limited budget, SCI FI still managed to hit both niche and broad
media through long-lead online advertising, print, OOH and TV.

Using
niche media like Marvel and DC comics as a base, SCI FI built the
campaign layering on general entertainment media like Entertainment
Weekly, Star, US magazine, VH1, Comedy Central and E!, to surround the
show's July 27 premiere.

View the site at http://www.scifi.com/superhero/game/

ON: Being your own superhero via @jpenabickley