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.

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.

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ON: Being your own superhero via @jpenabickley