It’s been a while since comics were the main reason for people to come to San Diego in July. Today Comic-Con is a huge platform for entertainment companies and other popular brands to tell about their recent works.

This year ‘Paper Girls’ won in the nomination ‘Best New Series’, by Brian K. Vaughan and Cliff Chiang. Nevertheless, people wanted to see clips from Marvel’s ‘Dr. Strange’ or Warner Bros’ ‘Fantastic Beasts And Where To Find Them’ more than traditional comics.

Comic-Con is a great chance of brand engagement. Although, specialists have to remember that Comic-Con is a unique event. What works at the Super Bowl might not be effective here. This interesting hodgepodge of comics forces brands to keep up with nerdy style to reach the Comic-Con core. At the same time they have to be mainstream enough to catch an audience that couldn’t tell ‘The Unbeatable Squirrel Girl’ from ‘Paper Girls’.


Gold-standard partner with huge credibility

Comic-Con. MACCharacters

MAC Cosmetics announced its partnership with ‘Star Trek’ to celebrate the iconic sci-fi franchise’s 50th anniversary. The team-up includes a 25-piece deco collection that encompasses lip, eye and face products. Their plans for Comic-Con are much more specific. They’ve built an immersive activation, with the opportunity to take photos in front of a re-creation of the Enterprise’s transporter. Moreover, it created a chance to pose with the exquisitely made-up Borg, Orions, and Vulcans.

“Star Trek is an iconic pop culture phenomenon whose storylines pushed gender and racial boundaries,” James Gager, MAC Senior Vice President and Group Creative Director, said in a press statement. “For its 50th anniversary, we celebrate each of Star Trek’s powerful women in a transcending, transformational makeup collection.”


Impudent move of the Car2Go

Car-sharing company Car2Go that founded in 2008 went confrontational with its Comic-Con push. The company offers a fleet of Smart cars for short-term, one-way rentals. This puts them in direct competition with companies like Uber. To look more competitive, they made a clip with created Surge Order, a fictional version of the society (itself a fictional version of Anonymous) from exceedingly popular TV-series ‘Mr. Robot’.

This campaign purports to strike back at the surge-pricing model favored by Uber, which might drive prices very high at peak times during Comic-Con, by turning San Diego into a scavenger hunt for rare comic books including Amazing Spider-Man #1, Daredevil #1, and Avengers#1. It’s a creative approach to appealing to fans. It taps into real public distrust of ride-hailing companies by drawing the main concept of ‘Mr. Robot’ about the fight between outsiders and the World. It also offers them free comic books worth a lot of money.


Schick’s Old-School Approach

The worldwide known company Schick created a Robot Razor. It’s a life-sized anthropomorphic razor and someone definitely cosplayed as it at convention.

“Robot Razor handed out bottled water to people standing in long lines at Comic-Con, like for Hall H. Moreover, it offered to take people’s places in line so they can take bathroom breaks,” said Edgewell Personal Care Senior Brand Manager Anastasia Tobias. “He’ll also be providing tote bags and sunscreen.”

What’s more, Schick has created the Super Shave Shop, where guests can get stylized shaves as their favourite superheroes. Among other things, they’ve also got an artist from ‘Transformers’, Livio Ramondelli, and freelance artist Ryan Odagawa to illustrate the adventures of Robot Razor on Twitter.

All of this reflects the Comic-Con’s modernisation. It’s gone far from a place for total nerds to an extremely popular platform where brands can connect with the 160,000 audience and try to engage them on their own terms.

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