NEW YORK--Frank PR is supporting the launch of Defiance, the ambitious $100m collaboration between Syfy and game studio Trion Worlds.

Defiance, which launches in the US today and the UK tomorrow, is being billed as the biggest tie-up of its kind: a TV show and online video game that take place in the same futuristic world, where events and storylines criscross from one medium to the other.

Frank PR was brought in to broaden the project's appeal beyond gaming fans. The firm began its work by launching a Defiance pop-up hotel at SXSW, and is also providing media relations support until the launch phase is complete.

"Frank PR was engaged to help the Syfy team communicate the transmedia project to various audiences through placements outside of the typical TV review / celeb press," Frank PR MD Ian Twinn told the Holmes Report.

Accordingly, the firm has worked with such titles as Mashable, the Wall Street Journal and Entrepreneur magazine. The scale of the project, five years in the making, has attracted plenty of interest from the business and entertainment media.