Problem How do you launch a new cable reality program? Solution Let the creative theme dictate the formats where you can best reach your potential audience. Background NBC’s Sci-Fi network launched a new reality program called “Who Wants to Be a Superhero,” in which everyday people leveraged their “super” talents and superhero knowledge to compete with others to be named a superhero. The campaign had a limited budget and was time-sensitive, so the challenge was finding available formats that would still relate to the show. Objective The idea behind the campaign was to inspire people to dream up their own super-identity, ultimately driving them to watch the premiere of “Who Wants to Be A Superhero?” on July 27, 2006. The campaign needed to reach both a general market audience

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