Things to Keep In Mind When Activating at Comic Cons

The era of geek chic is in full swing. From “The Big Bang Theory” to “The Avengers;” from a new installment of “Star Wars,” to the continued popularity of “Star Trek;” from Buffy to Katniss and Tris – everything once considered the realm of a fantasy-focused “nerd” is now popular among the masses … and celebrated at Comic Cons throughout the country.

Comic Cons provide a place for our inner fantasy fanatic to play.  And we fantasy fanatics are always looking for the next great way to play. We search  for the latest trends in entertainment and technology – while having fun with the discovery process. This makes Comic Cons a perfect opportunity for product engagement with a savvy target audience who can appreciate great marketing from great brands.

As Comic Con isn’t just any trade show or festival, there are certain things to be aware of when planning your activation:

Look behind the mask to the consumer inside.

At Comic Con, you’re going to see lots of masks. And body paint. And costumes. You will see versions of every superhero, villain and sidekick from the fantasy realm. Don’t get thrown off by what attendees may be wearing on the outside … Comic Con goers are passionate brand advocates, and they could help elevate your brand.

Premiums are at a true premium.

Comic Con attendees are collectors – be it graphic novels, action figures, posters or costumes. The items distributed at Comic Con often become collectors’ items, sometimes fetching very high numbers on eBay or memorabilia stores. If you have the ability, this is a great time to invest in premiums that are truly novel, vs. simply putting your logo on existing catalog items. In creating something that captures the spirit of Comic Con – something unique, compelling and fun – think through the audience and your brand perceptions. What should your premium items communicate about your brand today and into the future? What would the audience value? What will they want to keep amidst the myriad of merchandise thrown their way during the show vs. what they’ll leave behind? And how does your giveaway stack up next to your Comic Con competitors?

Use your super powers to stand out.

At this fantasy playground, big brands try to top themselves year after year by going over the top. But standing out doesn’t have to mean breaking the bank. Do your research and find unique ways for your activation to break through the clutter, whether it’s incorporating an interesting structural element, a compelling graphic treatment or engaging technology.

Have fun.

With activations, we have to be focused on metrics- the ROI of participating in the show, the achievement of our communications objectives and the volume of traffic our activation is receiving. With this audience especially, it’s important to make one of your KPIs FUN. If you create an experience you’d like to attend yourself, and if the vibe around your booth is positive, that attitude will extend to your brand. People come to Comic Con to get away from the world and themselves – help create that getaway and make it memorable.

Our Comic Con activations are definitely some of the most exciting and enjoyable we concept and manage. If you’re interested in bringing your brand to life at Comic Con, contact Lori Peeples at lorip@theswitch.us.