This is work Fallon did for the Syfy channel and their show Eureka. The campaign, known as "Sarah: The Eureka Twitter Experiment," was done completely through social media, and Twitter specifically.
The text on this image is a little hard to read, but basically this was an article on Notcot.com about the Syfy show, Eureka , and the show's "smart house" named Sarah who has been twittering and sending personal tweets to fans of the show. This campaign turned the rules of advertising and social media completely on its head; it reversed the process of relationship building between consumers and a brand by forcing the brand to become a fan of the consumer-and not the other way around. Fallon implemented this campaign in order to build awareness of and excitement for an up-coming third season of the show. They did so by using solely social media so that their media costs were literally $0...that's zero dollars for media investments...but their efforts on Twitter returned over 1.2 million Twitter impressions.
What's even more impressive, is that Sarah's not a bot! It took a full staff of writers from both Fallon and the show to communicate with actual fans, but they really did it. First, they recruited fans of the show, and then began to follow them on Twitter, as Sarah (or rather as @ _S_A_R_A_H_). The writers would have conversations, answer questions, send sweet messages asking how the fan's day was, and slip in teasers about the new season. People on Twitter were amazed and humored by the fact that the smart house from Eureka was actually talking to them. Furthermore, the show and Sarah received so much free press through blogs, online news sites, and of course, on Twitter, that the public actually ended up doing more of the talking than Sarah had to do.
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