Comic conventions nationwide have outgrown their namesakes to become powerhouses in mainstream pop culture and entertainment. With a year-over-year increase in attendance, comic conventions aren’t just for blockbuster movie and game releases; brands from A-to-Z are paying more attention to events like New York Comic Con and integrating experiences at a premium. While some of the companies made an effort to thoughtfully connect with the event’s unique audience, others went for an experience that could plug-and-play at any event. Here are some of the companies that had a presence at New York Comic Con and took advantage of its captive audience:
Chevrolet, one of NYCC’s featured partners, joined with American Cancer Society’s breast cancer campaign and stationed a bright pink Camaro near the entrance of the concourse level of the Javits Center. With the tagline “Real Heroes Wear Pink,” the activation also included a table with promotional items and literature, co-branded signage and a step and repeat for a colorful photo op.
Audible, Amazon’s audiobook arm, also had an outpost on the concourse level of the convention center. The activation allowed attendees to try out the service’s audiobook and spoken word content at several listening stations, with many of the featured books tied to fantasy, sci-fi and horror genres.
Warner Bros.’ Batman v Superman: Dawn of Justice is its own hype machine, but the movie spent some of its promo budget to give NYCC attendees a subtle reminder that the movie will be coming to theaters in just a few months. Mobile users could provide their email address to tap into complimentary Wi-Fi, provided by LexCorp.
Jelly Belly, the Ritz Carlton of jelly beans, hosted an area between the main concourse and Artist Alley. The brand gave away free packets of jelly beans, promoted their Star Wars themed gift sets and showcased artists turning murals of Batman and Yoda into jelly bean masterpieces.
According to a recent YouGov BrandIndex study, ad awareness for GEICO and Progressive fluctuated from 67 to 50 percent and 56 to 47 percent respectively - but without a negative impact on customers’ purchase intent. Here’s how their presence measured up on the con floor:
Progressive sponsored complimentary storage lockers and charging stations with Protector-Girl and Protector-Corns at the helm instead of Flo. Attendees tweeted #LineInsurance to request a Protector-Corn to hold their place in line – helpful for once-in-a-lifetime panels or signings in Artist Alley – and once there, the Protector-Corn entertained the line with trivia, dance parties and free swag.
GEICO had a sizable footprint towards the back of the main floor and brought a deluxe RV wrapped with icons from each of its campaigns (the GEICO gecko, Maxwell the Pig and the Hump Day Camel). Guests could enter for a chance to win $500 by guessing the number of gecko stuffed animals that were inside a jar, take (semi-) 3D photos and play arcade games inside the RV for a chance to win a coveted spot on its leaderboard.
Chevrolet, one of NYCC’s featured partners, joined with American Cancer Society’s breast cancer campaign and stationed a bright pink Camaro near the entrance of the concourse level of the Javits Center. With the tagline “Real Heroes Wear Pink,” the activation also included a table with promotional items and literature, co-branded signage and a step and repeat for a colorful photo op.
Audible, Amazon’s audiobook arm, also had an outpost on the concourse level of the convention center. The activation allowed attendees to try out the service’s audiobook and spoken word content at several listening stations, with many of the featured books tied to fantasy, sci-fi and horror genres.
Warner Bros.’ Batman v Superman: Dawn of Justice is its own hype machine, but the movie spent some of its promo budget to give NYCC attendees a subtle reminder that the movie will be coming to theaters in just a few months. Mobile users could provide their email address to tap into complimentary Wi-Fi, provided by LexCorp.
Jelly Belly, the Ritz Carlton of jelly beans, hosted an area between the main concourse and Artist Alley. The brand gave away free packets of jelly beans, promoted their Star Wars themed gift sets and showcased artists turning murals of Batman and Yoda into jelly bean masterpieces.
According to a recent YouGov BrandIndex study, ad awareness for GEICO and Progressive fluctuated from 67 to 50 percent and 56 to 47 percent respectively - but without a negative impact on customers’ purchase intent. Here’s how their presence measured up on the con floor:
Progressive sponsored complimentary storage lockers and charging stations with Protector-Girl and Protector-Corns at the helm instead of Flo. Attendees tweeted #LineInsurance to request a Protector-Corn to hold their place in line – helpful for once-in-a-lifetime panels or signings in Artist Alley – and once there, the Protector-Corn entertained the line with trivia, dance parties and free swag.
GEICO had a sizable footprint towards the back of the main floor and brought a deluxe RV wrapped with icons from each of its campaigns (the GEICO gecko, Maxwell the Pig and the Hump Day Camel). Guests could enter for a chance to win $500 by guessing the number of gecko stuffed animals that were inside a jar, take (semi-) 3D photos and play arcade games inside the RV for a chance to win a coveted spot on its leaderboard.