What Brands Can Learn from the Spectacle of Comic-Con
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Every year in the aftermath of San Diego Comic-Con, we see a flood of press lamenting the ever-increasing commercialism of the annual geek gathering. And while much of the criticism is true — promotion for everything from movies to clothing brands is everywhere you look around the Gas Lamp District — it doesn’t spell doom for the fan experience. In fact, it may even make it better for both fans and brands.
To counteract the marketing fatigue, brands have had to raise their game in a drastically inventive way that feels personal to fans. Take, for example, the stunt that A&E pulled for the upcoming “Omen” spin-off series “Damien.” While a group of Christian protestors picketed outside with signs reading “Sin Brings God’s Wrath” and “Faith in Jesus Saves,” the “Damien” promo crew had their own team of hired picketers who marched through downtown San Diego chanting “The Beast rises” and “It’s all for you” in “support” of the show’s fictional Antichrist. Convention-goers initially unaware it was a stunt jumped out of the way.
“That’s awesome,” laughed one onlooker as he realized what it was, “I totally believed it was real. It feels like he’s out there somewhere.”
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