Geekboy and his sidekick Pal 3000 will primarily be used to promote the channel's 'Movie at 10' in a series of humorous 60-second animations, which sees Geekboy fight his way through various encounters with well-known Sci Fi characters to make sure he does not miss the film.
The four Geekboy spots, created by production company Onedotzero Industries, reflect Sci Fi's new strapline, "There's a little bit of geek in all of us", created after extensive audience research.
Sci Fi plans to use Geekboy as part of its six-figure integrated campaign incorporating on-air, print and merchandising, which launches from October 10.
Glynn Ryland, Sci Fi UK creative director, said: "Thanks to Onedotzero Industries, Sci Fi now has an exciting branded character that has huge merchandising potential both on- and off-air."
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