For over 20 years, KAP Media has had a major presence at San Diego Comic-Con, assisting large brands with their OOH presence as hundreds of thousands of people pour into the streets of San Diego. This year, the team handled more than 25 projects.Photo: Spearhead Media
SAN DIEGO—Every July, more than 130,000 pop culture fans descend on San Diego for Comic-Con International, the country's preeminent pop culture convention. While last year's writers' and actors' strike had put a damper on the 2023 show, this year, the headline-grabbing moments were back in full force. (How about that Robert Downey Jr. news?)
But for many fans, the real fun happens outside the San Diego Convention Center, where big brands set up shop with wacky and whimsical activations—many of which don't require a show badge. From FX's clever tribute to The Bear to Max's journey into The Penguin's seedy underground to an Easter egg-filled celebration of cult favorite Shaun of the Dead, here are some of the best ways brands engaged fans.
Hulu's Animayhem
Hulu hosted its Animayhem Factory on a parking lot next to the convention center. Inside the zany 2D factory, guests found various interactive vignettes and themed memorabilia from popular animated titles like Futurama, Bob’s Burgers, Family Guy, and The Simpsons. For the second year in a row, Hulu teamed up with 3CS and Campfire on the activation.
Photo: Stas Lipovetskiy
Spaces included Futurama's Slurm Factory, featuring a larger-than-life Slurm Queen and thirsty Bender, plus the chance to see firsthand how Slurm is created.
Photo: Stas Lipovetskiy
Other spaces included an American Dad-themed space, where attendees were asked to help put Roger the Alien back together after he’d been dissected by the CIA. The "Operation"-inspired challenge also gave fans a chance to take a photo with “Roger’s Golden Turd.”
There were also sweet treats from The Simpsons’ “LardLad Donut Factory,” a recording studio inspired by Bob’s Burgers, and much more.
There were also sweet treats from The Simpsons’ “LardLad Donut Factory,” a recording studio inspired by Bob’s Burgers, and much more.
Photo: Stas Lipovetskiy
#FXSDCC
FX hosted a series of immersive experiences, transporting fans into their favorite FX series with interactive moments, exclusive merch, and photo opportunities.
Photo: Courtesy of FX
Highlights included photos outside of Paddy’s Pub from It’s Always Sunny in Philadelphia, plus visits to the vampires’ Staten Island mansion from What We Do in the Shadows.
Photo: Courtesy of FX
Guests could also step into the interior of the restaurant from The Bear, where they were served daily chef’s specials featuring exclusive merch.
Photo: Courtesy of FX
Another highlight? The FX Fearless Hellevator. Fans could take a ride through 12 scary moments from the American Horror Story universe and get a glimpse into the world of Grotesquerie, the new Ryan Murphy horror series premiering this fall.
Photo: Courtesy of FX
Supercell's 'Clash of Clans' Bathroom Battlestation
Did you know that 50% of gamers admit to playing while using the restroom? Supercell used that insight to create the truly unique Clash of Clan’s Bathroom Battlestation, featuring three fully functioning toilet stalls that brought the game to life. The activation was produced by Jack Morton Worldwide.
Photo: Courtesy of Jack Morton
Guests could also use to the space to check out the game with free Wi-Fi, or enjoy a 'gram-worthy outhouse photo op.
Photo: Courtesy of Jack Morton
Special giveaways included branded toilet paper, a Poo-Pourri Battle Breeze pocket sprayer, and a copy of The Books of Clash Volume 1.
Photo: Courtesy of Jack Morton
Focus Features' 'Shaun of the Dead' Anniversary Celebration
Teaming up with Focus Features to celebrate the 20th anniversary of Shaun of the Dead, Gladiator Productions brought the Winchester Tavern to life in the heart of the Gaslamp Quarter. Attendees had the opportunity to stop by the pub for a nostalgic experience full of fan Easter eggs.
Photo: Courtesy of Gladiator Productions
The space featured engagement opportunities such as playing a game of pool or darts, taking photos next to a chair barricade, visiting a zombie face-planted in a jukebox, or exploring a collection of hand-painted signage for the ultimate hidden-gem discovery. In a fun twist, faux windows showed videos of zombies actively trying to get into the bar.
Photo: Courtesy of Gladiator Productions
In a gaming corner, Funko Fusion and 1010 Games premiered their upcoming game, where one of the levels is inspired by Shaun of the Dead. And at the 40-foot bar, attendees could buy limited-edition merchandise and take home a free Shaun of the Dead beer that was custom-created by Beer Zombies Brewing Co.
Photo: Courtesy of Gladiator Productions
Adult Swim on the Green
For over a decade, San Diego-based experiential marketing agency GDX Studios has assisted Adult Swim with its Adult Swim on the Green festival.
Photo: GDX Studios
This year’s “Pirate Parrrty,” located outside the convention center, featured exclusive giveaways and nightly entertainment like show screenings.
Photo: GDX Studios
There were also custom games inspired by Adult Swim shows.
Photo: GDX Studios
'The Penguin': The Iceberg Lounge Experience
To celebrate the highly anticipated upcoming HBO Original series The Penguin, Max worked with Giant Spoon to transform Bloom Nightclub into Gotham’s famed Iceberg Lounge for two evenings of drinks and immersive experiences. Guests entered the space through the “Iceberg Descent,” an immersive experience filled with special effects, haptic technology, interactivity, and exclusive content displayed on Samsung big-screen TVs.
Photo: Courtesy of HBO
The multisensorial, subterranean descent—created in partnership with BUCK and VT Pro Design—dropped visitors into Gotham’s notorious Iceberg Lounge lobby to navigate the wreckage left by the Riddler at the end of The Batman (2022) film.
Photo: Courtesy of HBO
Inside the main club, fans enjoyed live DJ sets and photo ops—and gained access to the inner sanctum, 44 Below, diving deeper into the world of the Penguin. Twenty live actors were on hand to help bring the show’s world to life.
Photo: Courtesy of HBO
Guests could also get on-theme temporary tattoos.
Photo: Courtesy of HBO
Paramount+’s The Lodge
Paramount+ brought The Lodge back to San Diego Comic-Con for a second year. Located at the Gaslamp’s Happy Does, the interactive fan experience, produced by 15|40, featured themed activations from various Paramount+ franchises.
In one area, fans could customize their own “Starfleet swag” in a Star Trek-inspired area, or explore a collection of perfumes inspired by the series’ characters—and take home their favorite—in a Ghosts-themed atelier. There was also an office space nodding to Criminal Minds: Evolution where fans helped solve a crime, plus a Ferris wheel photo op inspired by If.
In one area, fans could customize their own “Starfleet swag” in a Star Trek-inspired area, or explore a collection of perfumes inspired by the series’ characters—and take home their favorite—in a Ghosts-themed atelier. There was also an office space nodding to Criminal Minds: Evolution where fans helped solve a crime, plus a Ferris wheel photo op inspired by If.
Photo: Line 8 Photography
The Lodge also brought the love story between pizza and Tales of the Teenage Mutant Ninja Turtles to life with Turtle Power Pizza. The pizza parlor was decked out with illustrated stylings to welcome guests into the world of the new series.
Photo: Line 8 Photography
Nickelodeon and Paramount+ celebrated the 25th anniversary of SpongeBob Squarepants by immersing guests into a day in the life at Bikini Bottom’s Jellyfish Fields. Fans could partake in “jellyspotting” throughout the day and catch jellyfish using “Ol’ Reliable,” SpongeBob’s trusted jellyfish net. Upon entry, special jellyspotting gear was handed out so fans could see the world through a joyous sponge-colored lens.
Photo: Line 8 Photography
Also on site? An Ink Master-inspired tattoo parlor, where fans could get airbrushed tattoos inspired by Paramount+’s featured shows and films.
Photo: Line 8 Photography
The activation took the form of a miniature chariot ride spectacle, inspired by the Circus Maximus, an ancient Roman chariot-racing stadium.
Photo: Wyatt Ernst
Upon entry, guests were divided into the five factions from the show and given the chance to whip a pair of reins to power their team’s chariot to victory.
Photo: Courtesy of Peacock
IMDboat
IMDb collaborated with NVE Experience Agency to welcome SDCC attendees to the IMDboat. On board, guests explored the DiGiorno Relax and Recharge Lounge, the Disney Lorcana TCG Showcase, and The Rings of Power Prime Video Photo Booth, and played the interactive “Guess Who”-inspired IMDb Trivia. Upon entry to the IMDboat, fans received a custom passport book to collect unique stamps at fan activations. Those who collected all the stamps received an IMDb signature captain’s hat and misting fan.
Photo: Getty Images for IMDb
The fun continued on the top two decks of the IMDboat, where talent was invited to participate in activations including original video interviews and exclusive portraits and cast photos with celebrity photographers. The weekend also featured programming such as Anime Trivia with influencer Snitchery, plus a season three trailer drop and meet and greet with the cast of the MGM+ series FROM.
Photo: Getty Images for IMDb
The was also a Star Trek cosplay photo op with the casts of Star Trek: Strange New Worlds, Star Trek: Lower Decks, and Star Trek: Section 31.
Photo: Getty Images for IMDb
eBay Live Storefront
The eBay Live storefront served as a hub for talent to host live sessions, visible to all attendees passing by during the show.
Photo: CNC Agency
Inside the broadcast studio storefront, guests could watch the livestreams, see the products, and learn more about eBay Live through interactive displays and brand ambassador engagement.
Photo: CNC Agency
Building Wraps
For over 20 years, KAP Media has had a major presence at San Diego Comic-Con, assisting large brands with their OOH presence as hundreds of thousands of people pour into the streets of San Diego. This year, the team handled more than 25 projects.
Photo: Spearhead Media
Buildings around San Diego spotlighted projects from ABC (Abbott Elementary), AMC (The Walking Dead: Daryl Dixon and Interview With the Vampire), Paramount+ (Star Trek), NBCU (the Olympics), and more.
Photo: Spearhead Media
San Diego Convention Center’s Craft Chocolate Bars
The San Diego Convention Center’s limited-edition craft chocolate bars returned to the show this year. The annual tradition from the Visit San Diego team and its food and beverage partners features new creative flavors that aim to celebrate the fun and whimsy of the convention. The team makes 100 chocolate bars every 90 minutes inside the on-site kitchen, handcrafting each one during the weeks leading up to the event. This year, 10,000 chocolate bars were available and exclusively sold to Comic-Con attendees at a booth outside Ballroom 20.
Photo: Courtesy of Visit San Diego
