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Prime-time Commercials during Battlestar Galactica

Prime-time Commercials during Battlestar Galactica. Christopher Bullard Marketing Research 10/23/2006. Battlestar Galactica's Audience.

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Prime-time Commercials during Battlestar Galactica

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  1. Prime-time Commercials during Battlestar Galactica Christopher Bullard Marketing Research 10/23/2006

  2. Battlestar Galactica's Audience • After the success of the 2003 miniseries serving as a pilot, the Sci-Fi Channel chose to help development of the concept into a full series (Wikipedia, 2006). • First season aired in North America in January 2005, while being shown in late 2004 in the U.K. But because of massive illegal downloads, the second and third seasons were released in America first (Wikipedia, 2006). • Named one of the top six drama series to watch by Time Magazine (Poniewozik, 2005).

  3. Target Audience of Sci-Fi Channel’s Friday night programming: • Demographic targets: • Young to middle-aged adults • Baby boomers reaching retirement • Psychographic targets: • Science Fiction fans • Busy professionals and families Primary Sponsor: Quiznos Subs Quiznos new Prime-Rib Cheesesteak sub sandwich

  4. Breakdown of commercial content during 3rd Season preimere: Full commercial list available here

  5. Selected Commercial and Product:Domino's Pizza Brownie SquaresMarketing Mix, Part 1 Product: • A package of 10 brownies, with a fudge dipping sauce. • Restaurants and Institutions Magazine: Brownies considered one of the most successful side dishes (PR News Today, 2006). • Brownie Squares are the only non-dough or chicken based side dish product developed in the pizza industry.

  6. The Marketing Mix, Part II Place: • Originally offered in select locations by early August, with nationwide availablility by August 21st (PR News Today, 2006). • Available for delivery only. Price: • Free with any large pizza ordered for delivery at regular price • Estimated cost of product: $3.99

  7. The Marketing Mix, Part III Promotion: • “Fudgems”, a fudge-dipped brownie mascot created specifically for the marketing campaign. • Originally a website, Fudgems.com, which only lasted until after national distribution began (PR News Today, 2006) • The now famous commercial

  8. Conclusions: • Domino’s shows success in most of its side dish innovations (Buffalo Wings, Chicken Kickers, Cinna Stix). • Recommendations include two different sizes of Brownie Squares orders, one of 10 pieces, and another “party size” of 15 pieces, primarily to compete with varying sizes of side dishes offered by competitor Papa John's.

  9. Works Cited • “Domino’s Pizza Launches New Oven-Baked Brownie Squares.” 14 Aug. 2006. PR News Today. 10 Oct. 2006 <http://www.prnewstoday.com/release.htm?cat=restaurants&dat=2 0060814&rl=DEM01514082006-1> • “Fudgems.com.” 10 Oct. 2006. <http://www.fudgems.com> • Domino’s Pizza-The Pizza Delivery Experts.” Domino’s Pizza. 10 Oct. 2006. http://www.dominos.com/Public-EN/ • “Sci-Fi.com: Battlestar Galactica.” Sci-Fi.com. 20 Oct. 2006. <http://www.scifi.com/battlestar/> • “Battlestar Galactica.” Wikipedia. 20 Oct. 2006. <http://en.wikipedia.org/wiki/Battlestar_Galactica/> • Poniewozik, James. “Six Best Dramas on TV Now.” Time Magazine. 28 Mar. 2005. Date accessed: 19 Oct. 2006. <http://www.time.com/time/magazine/article/0,9171,1042437,00.html>

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