SAN DIEGO—Each summer, San Diego transforms into the epicenter of fandom as more than 130,000 enthusiasts flood Comic-Con International—the largest pop culture event in the U.S. What started in 1970 as a niche comic book convention has exploded into a four-day celebration of comics, film, TV, gaming, and everything in between, drawing creators, celebrities, and superfans from around the world.
While the inside of the San Diego Convention Center buzzed with panels, booths, and celeb sightings from July 24-27, the streets outside were transformed into a full-blown pop culture playground, with major players like Google Play, HBO Max, Hulu, FX, and Adult Swim activating everything from parking lots to rooftops with splashy, fan-first moments—many of which didn’t even require a badge.
From a Fantastic Four–themed human conveyor belt and a Peacemaker music fest to a King of the Hill backyard bash, a floating Brawl Stars theme park, and more than a few creepy clowns, here are the wildest, weirdest, and most wonderful brand activations we spotted during Comic-Con 2025.
Google Play's 'Fantastic Four' Rewards Lab
Google Play returned to Comic-Con with its interactive Rewards Lab, anchored by a larger-than-life conveyor belt that transported fans through pods inspired by the Fantastic Four’s powers.
Photo: Courtesy of Google Play
Each stop along the conveyor belt let fans immerse themselves in the world of The Fantastic Four: First Steps, including a Human Torch–themed photo op and interactive challenges inspired by characters like Mister Fantastic and The Thing.
Photo: Courtesy of Google Play
Google Play Points members received priority access and exclusive perks throughout the Rewards Lab, which also featured branded tie-ins with MONOPOLY GO! and custom in-game rewards tied to the comic book characters.
Photo: Courtesy of Google Play
In addition to the interactive pods, the Rewards Lab was part of Google Play’s larger Four Days of Fantastic Rewards campaign. Running through Aug. 4, the program offers Google Play Points members access to limited-edition digital perks like MONOPOLY GO! in-game rewards—including The Thing Tea Emoji—as well as physical collectibles like Fantastic Four fan packs, exclusive timepieces, and signed Marvel comics by artist Phil Noto.
Photo: Courtesy of Google Play
HBO Max's Peacefest Fan Experience
HBO Max kicked off Peacefest on July 24 at Nova San Diego, inviting fans to explore Peacemaker’s favorite alternate dimension. The immersive experience featured the season two Peacecycle and a special meet-and-greet with Eagly, Peacemaker’s sidekick, in partnership with the American Eagle Foundation. The immersive fan experience also allowed attendees to rock out to live musical performances. NVE Experience Agency handled creative and event production, while Treehouse Fabrication was responsible for fabrication.
Photo: David Jon Photography
The immersive fan experience allowed guests to play themed games at Harcourt’s KO Corner Bar and check out Vigilante’s Hero S*** Merch Shop for exclusive merchandise.
Photo: David Jon Photography
There were also interactive character-themed booths such as Adebayo’s Hero Test Photo Booth.
Photo: David Jon Photography
Also on site? Economos’ Ops Mortal Kombat gaming station.
Photo: David Jon Photography
HBO Max closed out Peacefest on July 26 with an exclusive VIP party in San Diego, where the Peacemaker cast and creators—including James Gunn, John Cena, Jennifer Holland, and more—joined fans for an epic night of live music and celebration. The invite-only event featured performances from Foxy Shazam (revealed by Gunn as the band behind season two’s opening credits) and Steel Panther.
Photo: David Jon Photography
IFC Entertainment Group’s 'Clown in a Cornfield' Experience
To promote its streaming debut on Shudder and AMC+, IFC Entertainment Group's Clown in a Cornfield brought its twisted world to life with an immersive fan experience produced by 3CS. Attendees began in the eerie town square during a Founders Day parade before entering a suspense-filled corn maze.
Photo: Omar Vega/January Images
The activation plunged guests into Frendo’s cornfield home turf, where unexpected scares tested participants’ nerves on their way through the maze.
Photo: Omar Vega/January Images
Those who made it through were rewarded with access to the Shudder Survivors Party, a refuge outfitted with photo ops, carnival-style games, and horror-themed giveaways.
Photo: Omar Vega/January Images
Visual elements from the film—including small-town iconography and the ominous cornfield setting—were brought to life through scenic builds and theatrical pacing.
Photo: Omar Vega/January Images
Marvel Pavilion
On the Comic-Con show floor, the multifaceted Marvel Pavilion engaged fans in the new film The Fantastic Four: First Steps. The booth—which featured design, build, fabrication, and tech by AKJOHNSTON—was a retro Times Square-inspired installation complete with continuous video content and a carpeted lounge space where fans could take a break from the convention chaos.
Photo: Courtesy of AKJOHNSTON Group
The booth displayed detailed costumes from The Fantastic Four: First Steps, alongside film props like the Bubble Car. To maximize the guest experience, the booth used a virtual queue system, allowing fans to reserve time slots for activations without waiting in long lines—giving them the flexibility to explore Comic-Con on their own schedule.
Photo: Courtesy of AKJOHNSTON Group
The multi-zone footprint offered quiet, immersive areas like Stanley’s Service Center and Timely Comics, where attendees could recharge from the sensory overload of the show floor while still staying inside the Marvel universe. Fans could also enjoy a photo op with a puppeteered H.E.R.B.I.E., the robot sidekick from the new film.
Photo: Courtesy of AKJOHNSTON Group
Also on site was the Canva Print Shop, where fans could customize their own tote bags and grab an exclusive limited-edition lithograph print.
Photo: Courtesy of AKJOHNSTON Group
Fans could also stop by an on-site comic shop sponsored by Topps to get convention-exclusive merchandise including pins, comic book variants, and Marvel Topps trading cards.
Photo: Courtesy of AKJOHNSTON Group
Hulu’s 'King of the Hill' Experience
With the help of experiential agency Creative Riff, Hulu brought Arlen, Texas, to life outside the convention center with “Hank Hill’s Backyard,” an immersive King of the Hill activation complete with barbecue bites, lawn games, and photo ops with characters and props from the show. The activation was located in the Bayfront’s Parking Lot A1.
Photo: Spearhead Media
Guests lined up to play “Alamo Pong” for prizes, cool off with canned Alamo-branded water under the Arlen water tower, and customize trucker hats at the Mega Lo Mart station. Themed giveaways, food, and photo moments kept attendees immersed in the animated world of King of the Hill.
Photo: Spearhead Media
A standout moment included the lawn mower photo op, where fans posed in front of the Hill residence and “drove” through Arlen alongside oversize cutouts of the Hill family. Nearby, Rhinestein’s Cowboy Boot Toss offered a shot at exclusive prizes.
Photo: Spearhead Media
The backyard cookout area invited guests to unwind under umbrellas and picnic tables while watching clips from past and upcoming seasons on a giant grill screen. Branded food, lawn games, and appearances by Dale’s Dead Bug van rounded out the full Arlen experience.
Photo: Spearhead Media
FX’s 'Alien: Earth' Activation
FX worked with Creative Riff to bring the world of Alien: Earth to life with "The Wreckage," an immersive experience on the Hilton Bayfront Lawn. Guests explored the mysterious crash site of the USCSS Maginot by day, encountering alien specimens and in-world details pulled from the upcoming FX series.
Photo: Spearhead Media
At night, the activation transformed into The Wreckage: Code Red, a darker, high-stakes mission through the crash zone.
Photo: Spearhead Media
Additional elements included exclusive giveaways, a preview of the Alien: Earth VR experience, and an on-theme beverage created by Chain. Attendees could also explore an Alien: Earth podcast studio on-site.
Photo: Spearhead Media
Supercell's 'Brawl Stars' Starr Park
For its first-ever U.S. activation, mobile game Brawl Stars brought fans aboard the floating Starr Park experience on a barge in San Diego Bay. The 45-minute immersive journey began with a seemingly calm monorail ride that quickly spiraled into high-energy chaos, mirroring the gameplay of the popular Supercell title. The activation was produced by GDX Studios.
Photo: GDX Studios
Guests entered Brawl Stars’ universe via the Starr Rail, a monorail-inspired tour that set the tone for the brand’s Comic-Con takeover. Once inside the floating theme park, fans explored carnival-style games with a twist, from explosive challenges at Mike’s Mine to sweets at Piper’s Pie Shop.
Photo: GDX Studios
The chaotic amusement park featured in-game characters, themed prizes, and surprise encounters with Brawlers like fan-favorite Spike.
Throughout the weekend, more than 4,000 fans visited Starr Park. Prior to the convention, Brawl Stars sold 2,800 advanced timed tickets to Starr Park for a $2 charity donation; tickets sold out in less than five minutes.
Throughout the weekend, more than 4,000 fans visited Starr Park. Prior to the convention, Brawl Stars sold 2,800 advanced timed tickets to Starr Park for a $2 charity donation; tickets sold out in less than five minutes.
Photo: Courtesy of Supercell
In addition to GDX Studios, Starr Park was produced in partnership with Secret Cinema, Future Colossal, Psyop, Stoopid Buddy Stoodios, and Unobtainium.
As part of the larger campaign, Brawl Stars also teamed up with MrBeast’s Feastables to debut limited-edition co-branded “Brawl Bars,” with 20,000 distributed throughout Starr Park and around San Diego. Fans who found golden tickets could skip the line for the popular activation. The mayhem extended beyond the park with Spike’s Street Team roaming downtown San Diego, challenging fans to trivia, pie throws, and even character-inspired haircuts. A hydration station—Spike’s Fountain of Tears—kept attendees cool with branded water bottles and balloon-throwing antics.
As part of the larger campaign, Brawl Stars also teamed up with MrBeast’s Feastables to debut limited-edition co-branded “Brawl Bars,” with 20,000 distributed throughout Starr Park and around San Diego. Fans who found golden tickets could skip the line for the popular activation. The mayhem extended beyond the park with Spike’s Street Team roaming downtown San Diego, challenging fans to trivia, pie throws, and even character-inspired haircuts. A hydration station—Spike’s Fountain of Tears—kept attendees cool with branded water bottles and balloon-throwing antics.
Photo: Courtesy of Supercell
Peacock's 'Twisted Metal' Bumper Battle
Peacock brought bumper-to-bumper chaos to Comic-Con with the Twisted Metal Bumper Battle, an immersive experience inspired by the high-octane series. Fans chose from reimagined vehicles and entered a derby-style showdown.
Photo: Todd Williamson/Getty Images for Peacock
In addition to the bumper car action, the activation featured photo ops, a display of tournament cars from the show, and a variety of surprise moments.
Photo: Todd Williamson/Getty Images for Peacock
ABC's 'A Very Abbott Block Party'
ABC brought Abbott Elementary to Comic-Con with "A Very Abbott Block Party," a lively outdoor celebration.
Photo: Spearhead Media
The space, produced by Creative Riff, featured Philly-inspired details like water ice.
Photo: Spearhead Media
Attendees could ride a Ferris wheel with waterfront views, and browse the school's “Lost and Found” for show-themed giveaways. Signs of Our Lives coordinated local artists, who customized bucket hats and belt bags on site.
Photo: Spearhead Media
Coca-Cola x Star Wars 'HOLOCREATOR' Activation, Created by Fandom
Coca-Cola teamed up with Fandom to bring Star Wars to life at Comic-Con with the "HOLOCREATOR," an immersive AR experience located just steps from the convention center. Fans recorded their own holographic messages against Star Wars–inspired backdrops and received limited-edition Coca-Cola cans featuring iconic characters—all part of the “Refresh Your Galaxy” campaign celebrating connection through fandom. NVE Experience Agency was the activation's creative, experiential, and production partner.
Photo: Courtesy of Fandom
Adult Swim's 'Pirate Purrrty on the Green'
Adult Swim returned to Comic-Con with its outdoor "Pirate Purrrty on the Green" activation. Located outside the convention center, the experience featured daily giveaways, immersive games, and brand touchpoints inspired by shows like Rick and Morty, SMILING FRIENDS, and Women Wearing Shoulder Pads.
Photo: GDX Studios
The activation included standout installations like the Rick and Morty Buttworld Bounce House, an adopt-a-cuy station with plush giveaways, and a SMILING FRIENDS break room replica. Nightly DJ sets, photo ops, and the DIRECTV Face Painting Zone kept guests entertained from day to night—no badge required.
Photo: GDX Studios
Fans also attended exclusive outdoor events including a 20-year Robot Chicken celebration, live table reads with the casts of Rick and Morty and SMILING FRIENDS, and an early screening of new Adult Swim content during “Night of New.” The festival has been produced by GDX Studios for more than a decade.
Photo: GDX Studios
HBO Max's 'IT: Welcome to Derry' Pedicabs
To promote HBO’s upcoming series IT: Welcome to Derry, roaming Pennywise-inspired pedicabs offered free rides around Comic-Con while brand ambassadors handed out chilling sweets. Fans also got a sneak peek at the series during a special screening event.
Photo: Courtesy of HBO
Paramount+'s The Lodge
Paramount+'s The Lodge, now in its third year, offered fans a sprawling, multi-sensory experience produced by 15|40.
Photo: Line 8 Photography
The team took over Gaslamp bar Happy Does and transformed it into a journey through Paramount+'s streaming offerings.
Photo: Line 8 Photography
Highlights included Star Trek’s holodeck, a Parisian café inspired by NCIS: Tony & Ziva, and a Dexter: Resurrection vault.
Photo: Line 8 Photography
There was also CBS Sports clubhouse-inspired space.
Photo: Line 8 Photography
CBS Studios' 'Star Trek: Strange New Worlds' Activation
Paramount+ surprised fans in the Gaslamp Quarter with live pop-up performances inspired by Star Trek: Strange New Worlds. Produced by JFI Productions in partnership with CBS Studios, the activation featured genre-spanning vignettes—including noir, zombies, a Vulcan wedding, and a 1960s-style musical moment—each with custom choreography and costumes.
Photo: Rodin Eckenroth
The high-energy performances drew large crowds and even a few surprise guests, including cast members Paul Wesley and Ethan Peck, who joined fans outside the Paramount+ Lodge to take in the spectacle.
Photo: Rodin Eckenroth
Disney's The Percy Jackson Experience
Percy Jackson and the Olympians made its Comic-Con debut with an immersive Sea of Monsters–themed experience at Fifth Ave and L Street. Fans journeyed through the mist to discover which god had claimed them, and received exclusive drachma to exchange for themed swag.
Photo: Line 8 Photography
The activation, produced by 15|40, invited guests into a mythological world inspired by the Disney+ series, where encounters with godlike characters and interactive quests brought the story to life.
Photo: Line 8 Photography
Custom challenges, character interactions, and collectible drachma kept fans engaged throughout the weekend.
Photo: Line 8 Photography
STARZ's Chariot Rides
Throughout the weekend, STARZ gave attendees a gladiator-worthy ride through downtown San Diego with Roman chariot–style pedicabs, complete with costumed drivers. The immersive stunt promoted the upcoming Spartacus: House of Ashur drama series debuting this winter.
Photo: Joe Scarnici/Getty Images for STARZ
Audible's 'Dungeon Crawler Carl' Safe Room
Audible brought Dungeon Crawler Carl to life in the Gaslamp District with The Safe Room, an immersive fan experience featuring listening stations, temporary tattoos, exclusive giveaways, and photo ops inspired by the hit LitRPG audiobook series.
Photo: Phil Faraone/Getty Images for Audible
Fans visited the Safe Room following Audible’s official Dungeon Crawler Carl panel with author Matt Dinniman and narrator Jeff Hays. The activation was part of a full Comic-Con slate that also included a Project Hail Mary panel with Andy Weir and Ray Porter.
Photo: Phil Faraone/Getty Images for Audible
Building Wraps
KAP Media continued its longstanding presence at Comic-Con with 22 large-format building wraps across the city, transforming downtown San Diego into a branded playground for fans. Known for experiential OOH, the agency helped brands like Amazon Prime, Google Play, Paramount+, Hulu, and AMC take over key real estate near the convention center.
Photo: Spearhead Media
Spotted throughout the Gaslamp Quarter and beyond, KAP’s wraps included Gen V, Demon Slayer: Infinity Castle, Dexter: Resurrection, Abbott Elementary, and Interview with the Vampire, among others. The high-impact placements have been a Comic-Con staple since KAP’s debut in 2011.
Photo: Spearhead Media
Fandom's 8th Annual Party
Fandom kicked off San Diego Comic-Con with its eighth annual party at FLOAT at the Hard Rock Hotel, drawing thousands of fans, influencers, and industry insiders. Presented in partnership with Universal Orlando Resort and Bandai Namco Entertainment America Inc., the night featured a surprise-filled performance by The All-American Rejects.
Photo: Getty Images for Fandom
The performance featured a guest appearance by Brandon Routh. Immersive brand activations throughout the event included a CODE VEIN II photo op with a life-size Motorcycle Forma replica, a theme park-inspired experience from Universal Epic Universe, and a scavenger hunt hosted by The Elf on the Shelf. Fans also enjoyed a 360 cam moment with Z2 Comics and Mike’s HARDER Lemonade for 21+ guests.
Photo: Getty Images for Fandom
'Entertainment Weekly's Comic-Con Bash
Entertainment Weekly’s annual Comic-Con closing night party returned to FLOAT at the Hard Rock Hotel on July 26. Produced by Event Eleven with presenting sponsor STARZ, the event featured a set from DJ Michelle Pesce and drew a packed crowd to cap off San Diego Comic-Con 2025.
Photo: Todd Williamson/Shutterstock for Entertainment Weekly
