A promotion for the six-hour Syfy miniseries Childhood’s End encouraged fans to follow the #ThankYouKarellen and #AtWhatCost hashtags. The stunt began on July 9 with a group of marchers watching the sky—a reference fans won't understand until they see the miniseries in December. The following day, they handed out surprise gifts around town, such as restaurant buyouts, free trolley tickets, $1,000 tips to workers in local stores and restaurants, artwork, chairs for fans waiting in lines, and clothing, all nominally provided by the mysterious character Karellen. The goal was to provoke intrigue surrounding the #ThankYouKarellen hashtag, and at the end of the weekend, the brand sent exclusive content to guests who used it. The content provided a peak inside the miniseries, which is based on the Arthur C. Clarke classic novel. Hadley Media produced.
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