Sci-Fi Channel using Twitter?

While watching Sci-Fi channel tonight, I saw this shocking message scroll across the bottom of the screen: "Sign up for Twitter and Follow Sarah at www.Twitter.com/_s_a_r_a_h_" 

There are two main thoughts I'd like to share, but first let's fill in some pieces for those unfamiliar with Twitter or Eureka.

Twitter is a social media service that letsusers share what they are doing in 140 character text updates. Think Instant Messaging with all your contacts at once. Users "follow" other users, and will then receive all of those users updates. (A.K.A. 'Tweets') Twitter has gained an incredible amount of popularity over the past year, but Sci-Fi channel? 

Eureka is a Sci-Fi channel show set in a top-secret town inhabited by the brightest scientists and thinkers, whose skills come in handy when making the community futuristic. One of the minor characters is Sarah, a super computer who runs one of the main characters' house: cooking, cleaning and carrying on thoughtful conversations. This is the character represented at www.Twitter.com/_s_a_r_a_h_

This is the first time I've ever seen a Twitter site advertised in commericals. Sci-Fi's "follow Sarah on Twitter" message reminded me of the many advertisements you see today encouraging viewers to text "madlib" to '456321" for mobile updates. Twitter's not text messaging though.

My two thoughts:

1. While I knew that Twitter had gained lots of users, I had no idea it was big enough to be on the radar screen for the Sci-Fi Channel. After seeing McDonald's Big Mac Myspace page advertised on their commercials, it's apparent large companies are integrating TV ads and social media campaigns. We're all used to seeing landing pages on advertisements, will we soon be used to seeing social media "landing pages" instead?

2. I checked out the Sarah Twitter account. I half expected to see a bunch of random Tweets, but instead saw lots of conversational replies. This means "Sarah" was talking with fans, not just spamming out messages. I usually hate fictional social media accounts, but in this case, giving a fictional tv character a voice on Twitter works. (Particularly since Sarah is artificial intelligence) Instead of making a Twitter site for the most popular character, Sci-Fi channel put thought into it and chose a character that made more sense. Kudos to Sci-Fi for this, and for using Twitter to have actual conversations with fans. (Instead of simply spamming!)

What are your thoughts on how Sci-Fi is using Twitter? Leave a comment below!