This week, the array of brand experiences at San Diego’s Comic-Con hit his inner-nerd’s soft spot.
Comic-Con, the 2014 iteration of which thrilled the masses from 24th – 29th July, has been home to a variety of outlandish stunts in its 44 year history. And it certainly looks like this tradition isn’t going anywhere.
This year’s four-day extravaganza attracted nigh on 170,000 avid fans of comics, video games, fantasy and action movies, the attention of whom many a brand jostled for with interactive brand experiences.
It was no mean feat but I’ve rounded up the best ones; my inner kid rejoiced at these activations, don’t be afraid to let yours too.
1. Drones for 24
To promote the release of 24: Live Another Day on DVD and Blu-Ray, Fox gave Comic-Con attendees the chance to pilot drones around San Diego’s Petco Park. The promotion included lessons from a FAA-licensed drone pilot, and each DJI Phantom Vision 2+ quadrocopter came equipped with a camera that recorded the flight. The participating pilots were then encouraged to share the video on social media, which of course they would – this activation screams ‘show-off factor’.
This year’s four-day extravaganza attracted nigh on 170,000 avid fans of comics, video games, fantasy and action movies, the attention of whom many a brand jostled for with interactive brand experiences.
It was no mean feat but I’ve rounded up the best ones; my inner kid rejoiced at these activations, don’t be afraid to let yours too.
1. Drones for 24
To promote the release of 24: Live Another Day on DVD and Blu-Ray, Fox gave Comic-Con attendees the chance to pilot drones around San Diego’s Petco Park. The promotion included lessons from a FAA-licensed drone pilot, and each DJI Phantom Vision 2+ quadrocopter came equipped with a camera that recorded the flight. The participating pilots were then encouraged to share the video on social media, which of course they would – this activation screams ‘show-off factor’.
2. Gotham
Seemingly omnipresent Fox also orchestrated a nice activation for Gotham. The network constructed a miniaturized Gotham City skyline through which fans could zip-line, à la Batman. San Diego’s Mayor even had a go.
DC Entertainment treated guests to an exclusive viewing of Batman’s new costume. The display at Comic-Con also featured Batman costumes from years past, worn by the likes of Michael Keaton, Val Kilmer, George Clooney and Christian Bale.
3. Simpsons Carnival
And just around the corner, Fox’s sister network FXX was competing for the attention of attendees with its Simpsons’ activations. To celebrate its acquisition of the rights for The Simpsons, the network transformed a large area of the festival into a Springfield haven.
Marge’s Sweet Station granted free blue candy floss, reminiscent of Marge’s distinctive barnet, and Homer’s Dome served as the convention’s biggest activation. Inside the head was a giant video screen displaying a computer-generated voyage through Homer’s mind, and colourful drawings of the characters were plastered on the walls. The team behind the event hoped to break the Guinness World Record for the most people contributing to a single work of art.
FX had already got people talking about the #EverySimpsonsEver marathon which is kicking off on 21st August with its humorous apocalyptic-style advert, but these perfectly timed Comic-Con activations merely reinforced this chatter.
4. Pizza Hut’s Teenage Mutant Ninja Turtles Pizza Thrower
Pizza Hut and The Teenage Mutant Ninja Turtles clubbed together to create an experience that would have realised many a ’TMNT fans’ childhood dream. The Pizza Thrower lives! Standing an impressive 12 feet tall and 9 feet wide, the huge truck allowed Comic-Con-goers to shoot pizzas at cut-outs of the Ninja Turtles’ enemies.
This partnership was one which made complete sense; whilst Nickelodeon and Paramount are in full swing pushing the August 8th opening of the next Turtles film, Pizza Hut used the opportunity to promote its Cheesy Bites menu item.
Comic-con attendees are a powerful group of consumers, and brands spend hundreds of thousands of dollars ensuring their brand names are seen and heard by them; ’nerdom’ has become big business in the festival’s 44 year history. For what used to be such a niche event, the potential reach is staggering.
If you love retro brand experiences that enable you to relive your childhood, you’ll also love the Mario Kart experience at SXSW Festival.
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