{"id":334,"date":"2014-03-10T20:45:57","date_gmt":"2014-03-10T20:45:57","guid":{"rendered":"http:\/\/www.theswitch.us\/blog\/?p=334"},"modified":"2014-03-11T16:42:51","modified_gmt":"2014-03-11T16:42:51","slug":"engagement-opportunities-behind-mask","status":"publish","type":"post","link":"https:\/\/switch.us\/blog\/engagement-opportunities-behind-mask\/","title":{"rendered":"The Engagement Opportunities Behind the Mask"},"content":{"rendered":"
The rise in popularity of Comic Cons have given way to a new breed of passionate fans. \u00a0See what different casts of characters you can expect to see when attending these shows and how your brand can win the day with them.<\/address>\n

Things to Keep In Mind When Activating at Comic Cons<\/h1>\n

The era of geek chic is in full swing. From \u201cThe Big Bang Theory\u201d to \u201cThe Avengers;\u201d from a new installment of \u201cStar Wars,\u201d to the continued popularity of \u201cStar Trek;\u201d from Buffy to Katniss and Tris \u2013 everything once considered the realm of a fantasy-focused \u201cnerd\u201d is now popular among the masses \u2026 and celebrated at Comic Cons throughout the country.<\/p>\n

Comic Cons provide a place for our inner fantasy fanatic to play.\u00a0 And we fantasy fanatics are always looking for the next great way to play. We search \u00a0for the latest trends in entertainment and technology \u2013 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.<\/p>\n

As Comic Con isn\u2019t just any trade show or festival, there are certain things to be aware of when planning your activation:<\/p>\n

\"Lion<\/a><\/p>\n

Look behind the mask to the consumer inside.<\/b><\/h2>\n

At Comic Con, you\u2019re 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\u2019t get thrown off by what attendees may be wearing on the outside \u2026 Comic Con goers are passionate brand advocates, and they could help elevate your brand.
\n<\/a><\/p>\n

Premiums are at a true premium.<\/b><\/h2>\n

Comic Con attendees are collectors \u2013 be it graphic novels, action figures, posters or costumes. The items distributed at Comic Con often become collectors\u2019 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 \u2013 something unique, compelling and fun \u2013 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\u2019ll leave behind? And how does your giveaway stack up next to your Comic Con competitors?<\/p>\n

\"Lion<\/a><\/p>\n

Use your super powers to stand out.<\/h2>\n

At this fantasy playground, big brands try to top themselves year after year by going over the top. But standing out doesn\u2019t have to mean breaking the bank. Do your research and find unique ways for your activation to break through the clutter, whether it\u2019s incorporating an interesting structural element, a compelling graphic treatment or engaging technology.<\/p>\n

Have fun.<\/h2>\n

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\u2019s important to make one of your KPIs FUN. If you create an experience you\u2019d 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 \u2013 help create that getaway and make it memorable.<\/p>\n

Our Comic Con activations are definitely some of the most exciting and enjoyable we concept and manage. If you\u2019re interested in bringing your brand to life at Comic Con, contact Lori Peeples at lorip@theswitch.us<\/a>.<\/p>\n

<\/div>\n","protected":false},"excerpt":{"rendered":"

The rise in popularity of Comic Cons have given way to a new breed of passionate fans. 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