San Diego Comic-Con 2019 Activation Coverage (Video)
Video walk-throughs of many of the experiential marketing pop-ups around the Gaslamp District
Well, the 2019 San Diego Comic-Con has come to an end and with it, a host of impressive experiential activations have come and gone. This year, I tried my best (and failed) to make it to them all (and, ya know, still catch some panels, shop, party, see friends…)
Suffice it to say, the experiential marketing pop-ups are here to stay and have rapidly become a draw in and of themselves. This year, the Gaslamp District was host to so many, in fact, that I only had time for maybe two thirds of the “big” ones (and sadly none of the “smaller” ones).
So, here’s a look at everything I was able to make it to (in no particular order):
AMAZON PRIME VIDEO EXPERIENCES
Agency: Tool of North America
Amazon Prime Video brought out the big guns again this year. Occupying a 60,000 square-foot area filled with three different series activations (and a fourth secret, hidden one — more on that later…) as well as a giant LED panel-covered tower with live actors performing stunts atop it, this was by far the largest of all the Gaslamp experiences.
Guests were treated to free food, beverage, and even device charging stations throughout the space.
Walk-through videos below for THE EXPANSE, THE BOYS, and CARNIVAL ROW:
THE EXPANSE
THE BOYS
CARNIVAL ROW
And for those clever enough to gain access, there was a fourth secret experience in the form of a speakeasy-esque comic book shop in which fans could throw darts for a chance at some fun (and hilarious) giveaways…
And of course, any good activation also includes a great photo op and Amazon’s was no exception:
NBC ACTIVATIONS
Agency: Giant Spoon
NBC once again went all out with three entertaining activations for BROOKLYN NINE-NINE, SUPERSTORE, and THE GOOD PLACE. All three were well-executed and very entertaining for their respective formats.
Video walk-throughs below:
BROOKLYN 99
SUPERSTORE
THE GOOD PLACE
The Hard Rock Hotel’s restaurant, Maryjane’s was transformed into IHOP, or “The Interdimensional Hole of Pancakes.” Essentially it was just a fun re-theming of the restaurant but with an added surprise mid-meal:
FX FEARLESS FORUM
Agency: Creative Riff / JFI Productions
FX also made a great showing at this year’s Con with a large-scale area positioned between the Hilton Bayfront and the convention center. Guests were treated to free sunscreen courtesy of IT’S ALWAYS SUNNY IN PHILADELPHIA (very clever)…
…as well as immersive walk-through experiences for AMERICAN HORROR STORY 1984 and WHAT WE DO IN THE SHADOWS (the latter of which I sadly did not make it to).
AHS 1984: FACE THE DARKNESS!
I did, however, have the pleasure of going through the American Horror Story 1984 activation and was delighted to discover friends of NoPro, JFI Productions to be behind the theatrical elements of this one. Those guys just know how to perfectly balance humor and horror to make an engaging haunt. Video walkthrough of the first portion of the experience below (Unfortunately, due to darkness and presumably safety concerns, I was only permitted to film the first sequence of the experience and record audio only for the remainder.)
And of course there was a great, unexpected photo op at the end:
EPIX PENNYWORTH EXPERIENCE
Agency: CSM
Epix took over the Oxford Social Club to create a glimpse into the world of their upcoming series, PENNYWORTH. Guests were treated to a walk-through experience complete with actors, props, live poetry…
…and, you guessed it, another good photo op!
AMC DEADQUARTERS
Agency: Giant Spoon
AMC once again brought back their “Deadquarters” area, this time with a more theatrical activation. Guests were taken into a dark forest and guided by rope through a spooky, walker-laden trail…
They also had a great surprise photo op at the end but alas, the biggest surprise for me was the unflattering angle at which they managed to catch me…
Moving on!
HBO WATCHMEN
This year, HBO opted for a different type of activation for their new series, THE WATCHMEN. Fans were escorted into a strange, blue booth wherein they were scanned and transformed into “Dr. Manhattan” in an augmented reality experience developed by HBO in partnership with the creative team from Campfire and production studio The Mill.
This was essentially a quick but fun, high-tech photo op experience.
So there you have it! I couldn’t make it to everything this year but what I did see was very entertaining. Until next year, fellow nerds!
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