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Just tell them it's a modern horror/mythology game. Supernatural, particularly the first two seasons but later ones as well, is a highly game-able world. I had been working on some GURPS stuff for running a campaign, but stopped when I heard there would be an RPG released, silly me. I think most gamers would really like the dynamics, atmosphere and mythology available in the world.
If I were to try running a campaign, I think I'd start with the players as a bunch of hunters in Ellen's bar before the demons wrecked it in AHBL 1 (that's partly where "When the Fiddler Stops" came from), then have them running around in the background of season 3 and 4, dealing with demon outbreaks and let them make their own minds up about what they hear about Sam, Dean, Bobby and other canon characters when or if they encounter them.
It would actually be better if your players haven't watched the series, because they wouldn't know what was coming up from the show, and they'd be less likely to meta-game and have their characters know things or trust things they would have no reason to.
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